Twitter Inc (TWTR)’s Moments Might Just Do the Trick
Twitter Inc (NYSE:TWTR) appears to have found the magic in its latest launched feature, ‘Moments’. For a long time, the company has been blamed for not doing enough to attract new users, and this even cost the job of Dick Costolo as the CEO. The launch of the product and the confirmation of Jack Dorsey as the full-time CEO came in more or less simultaneously suggesting whether the appointment has much to do with efforts like Moments. The initial response is that it is much better than one would have expected it to be. It remains to be seen how the initial favorable response translates into boosting the company’s active user base.
Twitter Inc (NYSE:TWTR)’s Moments is a curated news feed. Considering the disappointment over the past few months in respect of upgrading its core platform, the ‘Moments’ is a surprising addition. The company has been accused of catching up with the rest of the search or social media platforms only and lacked its innovation to attract new users. As a result, it could not generate the kind of revenue that its rival was able to generate. Even in the current case, Facebook Inc (NASDAQ:FB) was the first one to launch exclusive news by striking a deal with frontline media companies. Others have followed suit with different titles like Apple Inc. (NASDAQ:AAPL) with Apple News. Alphabet Inc (NASDAQ:GOOGL) is also planning to launch a new format for the publishers.
However, Twitter Inc (NYSE:TWTR) has showed innovation it lacked, with ‘Moments’ surprising several users. There was a belief that Moments would be nothing but an aggregation of tweets based on either news event or live event. That would have meant it would be similar to hashtags but in a more refined experience. However, the company has proved wrong such thinking. Of course, some of the users think that the company could have come out with its own independent app rather than adding the feature in its menu bar. Some users also believe that the company failed to understand the mistakes committed by other tech firms in deep engagement.
None-the-less, Twitter Inc (NYSE:TWTR)’s Moments seemed to have highly engaging content that was aggregated to making it something remarkable. The content relevance should not be ignored as an add-on experience. It was found that the photos, as well as, video content was aggregated for the user from power influencers in respect of the moment. For instance, a users might have been interested in the fashion industry and could see several new follows that might make the user sort through the timelines due to the new feature, moments. Such things retains users to engage the platform longer than expected.
Twitter Inc (NYSE:TWTR) also appeared to have taken a page from Instagram’s discovery playbook. The company also sorted its Moments tab as sub-tabs enabling new users, as well as, power users to unearth the reasons to check back. The smartest thinking that the company put forth was to make the discovered experience highly popular to users of non-platform, mostly stashed from Instagram.
Doubts On Engagement Driver
In spite of more favorable report about Twitter Inc (NYSE:TWTR)’s Moments there are doubts whether this could lead to higher visible engagement. That is in respect of new tweets or re-tweets or shares or favorites. However, it has the capacity to retain the users and drive them to spend more time on the platform. Also, it should fuel more eyeballs. In any case, both are a significant start for a new CEO and the company that has been struggling to hold its fort together.
While ‘Moments’ can suggest that Twitter Inc (NYSE:TWTR) also has the capability to come up with some innovation, it needs to come out more innovative features to attract more active users. Its active users have been stagnant around 320 million for a long time.
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