• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Mobile
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Home
  • Follow Us
    • Follow
  • Search Engine Land
  • SEO
  • SEM
  • Mobile
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • More
  • Events
    • Follow
  • SUBSCRIBE

Search Engine Land

Search Engine Land

"Medic" update recovery

How one site did it

Shopping Ads 2019

What's in store for SMBs?

Events

Join us at SMX Advanced!

  • SEO
  • SEM
  • Mobile
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Newsletters
  • Home
Social

Sign up for our daily recaps of the ever-changing search marketing landscape.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


Twitter Attempts To Turn Back The App Tide

Ciarán Norris on September 28, 2010 at 3:57 pm
  • More

Twitter’s recent interface update is probably the single biggest change to the site since its launch. By expanding its columns to see multimedia content straight from tweets, it shows that Twitter is looking at how to engage a wider audience, and to provide a richer experience for advertisers.

By keeping the roll-out to Twitter.com, it also suggests that Twitter wants to turn back the tide which has seen a massive part of its user-base accessing the service via 3rd party mobile and desktop apps, such as Tweetdeck, HootSuite and others. Although Twitter has released its own official apps for iPhone and Blackberry, many of these 3rd party apps still have very large audiences.

If Twitter wishes to thrive, it has to be able to successfully monetize its audience, which is the reason that they’ve launched Promoted Tweets & Trends. These are not currently live on 3rd party apps, but will be at some point soon. However, Twitter has said that it will share 50% of revenue with the developers of the apps where the ads appear, and for this reason it seems obvious (to me at least) that it is in Twitter’s interest to retain as much direct traffic as possible, and hang on to the revenue with it.

By giving people more reasons to visit Twitter.com, and a more compelling, deeper experience when they’re there, Twitter obviously has its eyes on a larger audience, and the bigger ad budgets that come with them. Of course, whether they succeed is another matter entirely.

In many ways, Twitter’s success has been based on its ad hoc nature. As users found a need for something, they also developed a solution: retweets, hashtags, etc. However, as Twitter has grown it has often tried to take control of these things that its users created. The most obvious example of this is its changes to the retweet system, which stopped people being able to edit retweets before sending them. I’m sure that I’m not alone in hating this new system, and have refused to use any of its official apps because they bind you to it.

As Twitter continues to grow, it will have to balance its desire to have control of its ecosystem with the benefits it accrues by allowing people to evolve the service.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Ciarán Norris
Ciarán Norris is the Head of Digital for Mindshare Ireland, as well as holding a global role for the media agency as Director, Emerging Media. At Mindshare he works with both local & multinational clients, helping them to integrate on & offline, and to utilise search, social, mobile & video in their broader marketing mix.

Popular Stories

How to test (and perfect) nearly everything in PPC
Yahoo-Bing Reach New Search Deal; Yahoo Gains Right To Serve Search Ads On The PC
How To Remove Your Personal Information From Google
A site migration SEO checklist: Don’t lose traffic

Related Topics

Channel: Social

Sign up for our daily recaps of the ever-changing search marketing landscape.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Attend Our Conferences

April 2-3, 2019: SMX Munich

May 21-22, 2019: SMX London

June 3-5, 2019: SMX Advanced

June 12-13, 2019: SMX Paris

Sept 30 - Oct 1, 2019: SMX Advanced Europe

November 13-14, 2019: SMX East

×

Attend SMX - Click Here


Learn More About Our SMX Events

Gain new strategies and insights at the intersection of marketing, technology, and management. Our next conference will be held:

April 3-5, 2019: San Jose

September 16-18, 2019: Boston

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The Ultimate Guide to Site Search User Experience
  • The Marketing Analytics Buyer’s Guide 2019
  • Mission Possible: Quality Content Marketing
  • 2019 Marketing Trends: Nine factors reshaping marketing and how you can stay ahead of them
  • The Dummies Guide to Enterprise Customer Data Platforms
See More Whitepapers

Webinars

  • 2019 Martech Trends You Need To Know
  • How to Prepare for a Successful Marketing Analytics Implementation
  • Get More From Your Customer Data With Open Marketing Cloud: A Demo of Mautic’s Marketing Automation Platform
See More Webinars

Research Reports

  • B2B Marketing Automation Platforms
  • Account-Based Marketing Tools
  • Enterprise SEO Platforms
  • Call Analytics Platforms
  • Paid Media Campaign Management Platforms
  • Local Marketing Automation Tools
See More Research

Search Engine Land’s Guide To SEO

Search Engine Land’s Guide To SEO
Sign up for our daily newsletter.
Search Engine Land
Download the Search Engine Land app on iTunes Download the Search Engine Land App on Google Play

Follow Us

© 2019 Third Door Media, Inc. All rights reserved.