Has Twitter Delivered on its Promise of Product Renaissance?


Published Date : Dec 17, 2015

When Jack Dorsey returned to the CEO seat at Twitter in October this year, he promised that he would bring about a product revival in the rather beset microblogging platform. However, apart from its savvy feature called Moments, users, observers, and investors are not too impressed. They demand change. And looks like Dorsey is finally up for the challenge.

Last week, Twitter began its trial round of a series of experiments on the structure of users’ timelines. The idea was to reorganize the timeline of tweets from a chronological order, which has been the case since the service began, to a random order driven by popularity. This new algorithm-powered approach of reorganizing the timeline was, quite naturally, met with much opposition from its opinionated users. 

One user emphasized on the fact that being a real time news and communication platform, it was imperative that Twitter maintain a chronological order of the timeline. On Twitter’s part, basing the timeline on the most relevant events instead ensures greater user engagement, which in turn, translates to higher advertizing opportunities. However, in order to make its turnaround significantly relevant, Twitter will need to focus on a better product innovation than shuffling the timeline. 

And even though this experiment was not the only one being carried out recently, this was the only one that incited a strong reaction from its audience. 

Another example of Twitter’s changes is to allow Twitter ads to appear along with tweets that appear on search engines or third party websites. Twitter says that this feature will increase its advertizing exposure to another 500 million users. 

What Twitter needs to do is focus on attracting new users by finding new products that not only complement its core features but also caters to the changing needs of its customers. One of the significant demands that users have been making is expanding its character limitation of 140.