What's happening on Twitter w/ Barry CollinsHere, an interview with senior director of Twitter, Barry Collins from the EMEA HQ in Dublin on his visit to South Africa to liaise with clients and Twitter's partner for the region, Ad Dynamo. With the Soccer World Cup just around the corner, Collins shares some interesting stats about the football conversation on Twitter. “We know that as many as 90% of Twitter sports fans plan to watch the World Cup and that at the time, the last tournament became the most tweeted about event in history.” More on this in the interview:
Across key live entertainment and sporting events throughout the world, Twitter, on average, sees a +4.1% lift in unique visitors while other social platforms, in aggregate, see no significant change according to ComScore. The difference is even more pronounced with tentpole sports events. During the 2017 Super Bowl, Twitter saw a +19% lift in unique visitors (versus average Sunday traffic) while other social platforms, in aggregate, saw a decline in unique visitors.
This is the first step in a much more cohesive strategy around events that’s inclusive of both the conversation on Twitter and live video, and we’re continuing to experiment with ways to bring more personalised, relevant content to people across our product.
We’ve had great success from promoted video as well – it’s our top revenue-generating ad format for the seventh consecutive quarter and now accounts for more than half of our ad revenue, and we expect that to grow in 2018.
We continue to make Twitter easier to use with the launch of bookmarks and video timestamps, and we’re making it easier for people to follow topics, interests and events with new curated timelines around breaking news events across different parts of Twitter. We’ve seen great success with our Twitter Lite product in Africa and I think this will continue in 2018. We also recently announced over 30 premium video shows which would be exclusively streaming on Twitter nearly doubling the number of programmes available. Programmes dedicated to topics like women empowerment and communities like Black Twitter were introduced to complement the rich conversation about these movements on the platform. We're not guessing, we're listening. People tell us what they want to see with the conversations they share on Twitter. In the past year, we’ve really expanded our efforts with the best publishers and content creators in the world to bring a slate of programming that reflects those diverse content interests. Comment on the current and future state of social media. The social media industry has also evolved into a place where each platform has a specific use case. Twitter is the network you use to see what’s happening in the world.Other platforms offer friend and family sharing features, whilst others offer messaging services. What are some of the most recent product updates users should be aware of? About Jessica TennantJess is Senior Editor: Marketing & Media at Bizcommunity.com. She is also a contributing writer. marketingnews@bizcommunity.com
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