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Twitter announced on Tuesday that they had plans to create a more user friendly platform for users that were not signed into their Twitter account.
Twitter announced on Tuesday that they had plans to create a more user friendly platform for users that were not signed into their Twitter account. This change comes amid a slew of problems faced by the social media giant, from resignations of executives to their inability to grow their user base. Twitter is expanding their homepage to users in nearly twenty-three countries as opposed to only being previously available in the U.S. and Japan. In addition to being available to a wider audience, Twitter is expanding the content and interface to make the experience for users who may not have an account friendlier and easier to navigate.
What does this mean for brands?
Learn when to deviate from your competitors. Twitter has been playing catch up, trying to appeal to a wider audience in the same way that Snapchat and Facebook do. But by forcing users to create an account in order to access content they alienated the very nature of their business model. Quick information at the tip of your fingers doesn’t mean much when users are forced to jump through hoops to register and log into an account, especially if they have no interest in making one. By allowing users to explore content, conversations and tags without having to login an account, Twitter is finally embracing what users love about their product. It’s typical to want hard numbers to flaunt the success of your brand or product but sometimes the success doesn’t come from how many people have registered an account with your website, but by how many people utilize it daily. Twitter has finally made it easy for people who are just figuring Twitter out to explore without initial commitment which will likely lead to more accounts created once new users discover all Twitter has to offer.
Twitter is embracing the quick pace of their user base and is finally accommodating them. Giving your users what they want based on what they tell you is the key to success. Trying to emulate successful competitors can only work to a certain point. Sometimes you have to double down on your strengths and find ways to better improve the product you provide while making it easier for new consumers to get involved.
Written by: Lauren Pope