As of late, Twitter has been pulling all of the stops to boost customer utilization in an effort to avoid a downward spiral. It’s not entirely new information that Twitter has slowly been on the decline over the past couple of years (see this post from 2014). With the increased popularity of Instagram and the ever-changing and ever-expanding nature of Facebook, it has been hard to keep up. With an 8% company wide layoff last month and the launch of Twitter moments, changing their “favorites” to “likes” and stars to hearts was just another small cosmetic change needed be made to get the app back on right track.
How effective has it been exactly? Twitter’s SVP Kevin Weil gave everyone a surprising update at the Open Mobile Summit in San Francisco last week. “What we found actually sort of backed up our own intuition which is that the heart is a very universal symbol, it’s a much more inclusive symbol. You only have a few favorites - there are only a few things that are your favorites - but you can like lots of things, and the word ‘like’ is a word that applies across cultures, across time zones – people just understand it better. And so, our intuition was that it would actually create more engagement across the platform, and that’s borne out.” It is a good thing they listened to that intution. Since the change, consumer activity has increased by 6% and Twitter has seen a 9% growth in new users. Not too bad seeing that it has only been a couple of weeks since updating the feature.
Hopefully Twitter will maintain this path of progress and continue to grow, but it’s future still remains a little uncertain. It would be a shame to lose one of the very first popular social media platforms. With the stars no long aligning, however, there is still a slim chance that they may just fall victim to a broken heart (Sorry, we couldn't resist).