Search Engine Land
  • SEO
    • > All SEO
    • > What Is SEO?
    • > SEO Periodic Table
    • > Google: SEO
    • > Bing SEO
    • > Google Algorithm Updates
  • PPC
    • > All PPC
    • > What is PPC?
    • > Google Ads
    • > Microsoft Ads
    • > The Periodic Tables of PPC
  • Focuses
    • > Local
    • > Commerce
    • > Shopify SEO Guide
    • > Content
    • > Email Marketing Periodic Table
    • > Social Media Marketing
    • > Analytics
    • > Search Engine Land Awards
    • > All Focuses
  • SMX
  • Webinars
  • Intelligence Reports
  • White Papers
  • About
    • > About Search Engine Land
    • > Newsletter
    • > Third Door Media
    • > Advertise

Processing...Please wait.

Search Engine Land » Channel » Social » Twitter Attempts To Turn Back The App Tide

Twitter Attempts To Turn Back The App Tide

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. [youtube]http://www.youtube.com/watch?v=rIpD7hfffQo[/youtube] By keeping the roll-out to Twitter.com, […]

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

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.

[youtube]http://www.youtube.com/watch?v=rIpD7hfffQo[/youtube]

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.


New on Search Engine Land

    How to ensure influencers help your SEO campaigns

    Webinar: Dominate your competition with Google auction insights and search intelligence

    Vimeo adds structured data to all public videos to improve Google Search visibility

    How to manage and edit your Google Business Profile from Google search

    Google Search Console page experience report now tracks more desktop search features

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.

Related Topics

Social

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue.

March 8-9, 2022: Master Classes (virtual)

June 14-15, 2022: SMX Advanced (virtual)

November 15-16, 2022: SMX Next (virtual)

Learn More About Our SMX Events

Discover time-saving technologies and actionable tactics that can help you overcome crucial marketing challenges.

Start Discovering Now: Spring (virtual)

September 28-29, 2022: Fall (virtual)

Learn More About Our MarTech Events

Webinars

Data-Driven Answers to Achieve Omnichannel Success

Is Your Marketing Stack Ready for Omnichannel CX?

Outrank in Organic Search with These 5 Core Tactics

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

The Retail Renaissance Report, USA Edition: 4 Keys to Predicting Online & In-Store Demand Across Global Markets

Thinking Bigger About Marketing Budgets

See More Whitepapers

Receive daily search news and analysis.

Processing...Please wait.

Topics

  • SEO
  • PPC

Our Events

  • Search Marketing Expo - SMX
  • MarTech

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2022 Third Door Media, Inc. All rights reserved.