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This is how Twitter plans to add 100 million users by the end of 2023

Twitter has an ambitious goal; to add 100 million daily users before the end of 2023. While it sounds like a lot, the company has formulated a plan to achieve it.

Despite being one of the most prominent social media, where news often breaks first, Twitter has one visible problem; getting users to engage. Compared to other networks like Facebook and the relatively new TikTok, Twitter’s daily average users (DAUs) is very low. As explained by Anita Butler, head of consumer design, to The Verge, “We don’t have trouble getting people to sign up for Twitter. What we have trouble with is retaining those customers.”

However, the company is now committed to adding new users at an accelerated pace and getting the users to engage with the app more often.

The micro-blogging website has undergone a leadership and structure shake-up under its new CEO, Parag Agrawal but is still making more changes as it pursues this audacious goal.

The goal is to move Twitter away from how it functioned under the former CEO, Jack Dorsey. The company largely operated in silos, and executives ran their sections independently, making products sometimes go unreleased. Twitter now functions under three broad divisions; consumer product, revenue product, and core technology.

While the structure has changed, Jay Sullivan, VP of consumer product, maintains that Twitter’s strategy remains unchanged. “Under Parag’s leadership, and he was very direct about this, our purpose and our mission as the conversation layer [of the internet] hasn’t changed.”

He continues, “We are becoming more and more data-driven. I think Parag brings a cultural change where basically, we are pragmatic. We look at metrics, we do experiments, we increase the size of the experiments, et cetera.”

Sullivan says Twitter now aims to make Twitter relevant to each user. This is why the social platform has been expanding its use of machine learning to suggest content that users want to see.

This is the idea behind showing related tweets about a subject or theme. For example, Twitter tries to suggest sports or TV-related content to users who signify what they care about. Arnaud Weber, VP of consumer product engineering, explained, “I think one key part of the problem is that we have this amazing content on Twitter, which is often real-time and often very engaging, and we need to find ways to show that content to these new users once we understand what they care about.”

One of the areas Twitter is tackling to increase engagement is Communities. This feature is in testing and is a cross between Facebook Groups and Reddit, bringing together people that share similar interests. Sullivan said, “One of the things I hear from people is, ‘Hey, I read a lot of stuff. I’m not necessarily comfortable tweeting or don’t know when or why I should tweet. I would feel better if I was tweeting to a smaller community of people. And so we need to make the product more participatory and approachable, both for individuals and further along the spectrum, for people who view themselves as true creators.”

Communities aligns with Twitter’s effort like Spaces, which seeks to use audio to bring people together. While it was a hurriedly put-together response to the popularity of Clubhouse during the worst of the pandemic restrictions, Spaces seems to have gained a life of its own. However, that is not easy to conclude, as Twitter has not released usage stats for the feature.

It remains to be seen if Twitter will hit its 100 million new users goal.

Written by HackerVibes

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