In the past, we’ve talked about how Twitter was not looking good, especially from a marketing perspective. We weren’t sure how much longer the service would be around, especially if ownership changed hands or if a serious competitor emerged.
Now it’s time for a checkup – and Twitter is actually doing better! While the social media giant still faces some problems, it’s not going anywhere for now. Here’s why Twitter is doing better, why you should still be cautious, and the reasons for getting more proactive on Twitter in 2018!
Twitter recently released its annual results, and buried in the revenue number was a particularly encouraging sign for its investors: Twitter made a profit in the 4th quarter of 2017. This is a particularly big deal, because since Twitter was first launched in 2006, it hasn’t actually made a profit. Sure, your business probably wouldn’t survive like that, but it’s a different for big tech companies like this, and turning any profit at all is a major improvement for Twitter, which has been struggling with monetization lately.
Specifically, total revenue in the fourth quarter increased by 2% over 2016, just enough to bump it up into profitable margins. Most of this income came from new ad systems and ad placement: Twitter didn’t necessarily become a more popular place, but it did learn how to use its ad system more effectively to make money. If Twitter can hit more of these profitable quarters, people are likely to stop talking about the company’s potential demise.
That’s the real question here, isn’t it? That’s what you are wondering. We can’t say that spending time on Twitter is the best choice for every brand out there. But here are a few current reasons that Twitter can help your brand marketing:
Twitter isn’t quite out of the woods yet. The company did not meet user growth goals even as it made a profit for the first time, and is struggling to attract any more long-term users. It’s also involved in a lot of tricky stuff including misinformation campaigns, personal attacks, and other serious policy issues that could drastically change how Twitter performs in the coming years…so keep an eye out!