Twitter has also seen a drop in its “timeline views,” its own advertising metric, which the company uses to gauge existing user engagement (timeline view is measured every time a user refreshes a page on a desktop or mobile device).
Not surprisingly, loss of interest in the social media platform among its current user base, coupled with the sloth-like user growth has left investors unimpressed, with Twitter showing just 3.8% (9 million) users more than the previous quarter, down from a 6.4% growth in the previous period.
As a result, Twitter now finds itself in a similar predicament to Facebook. However, Facebook’s growth peaked at a much higher number than Twitter’s–around 1.23 billion.
Changes are coming
Fortunately, Twitter CEO Dick Costolo admitted that there are certain changes that need to be made if the company wants to improve their user numbers.
The hope is that new features and updates to the service will help to make the platform much more user-friendly (such as organizing conversations by topics)–a concern that some think has kept Twitter from becoming as popular as the social media giant, Facebook.
One good thing we can point out is Twitter’s rise in revenue, which jumped from 97 cents per 1,000 timeline views in the previous quarter to $1.49 currently, which that shows Twitter is drawing more revenue from its users. However, as it stands, that’s still not enough to keep investors confident in the company, which means that Twitter needs to act fast.
How concerned should we be about Twitter’s future? While we don’t think you should jump to any conclusions and abandon your Twitter account, we do think that you need to keep on eye on the social media platform, just like you would for any other recruiting tool in your arsenal.
Things can always take a turn for the worst, which is why it’s always important to have a backup plan if and when you need to get things back up and running–and one way to do that is to ensure you have a well-rounded and fine-tuned recruiting arsenal.