News

Twitter revamps platform to attract new users

Following a year of redesigns, social media service Twitter has revamped its layout and user features in a hope to attract new users and improve time on site.

Despite a large gain in users during the first quarter of 2017, the service has been struggling with attracting and retaining new users in recent years. In the last quarter the company’s losses increased and the redesign is part of the company’s search for increased profit and relevance.

Twitter’s research on changes had been ongoing for over a year with Twitter CMO, Leslie Berland, describing in a blog post from July last year how the company had been researching the reasons why its service wasn’t proving as attractive as its competitors Facebook and LinkedIn.

Changes to its smartphone apps, twitter.com, TweetDeck and Twitter Lite will be rolled out over the coming weeks and include easier navigation of the service’s options with the profile, additional accounts, settings, and privacy in one place.

“A big focus for Twitter this year is video, especially Live,” a Twitter spokesperson told Mumbrella. “Our goal is to be what’s happening. Live drives more discussion and can be personalised for the individual experience.

“We’re also continuing to beef up the customer-service functionality of our platform with Direct Messages. We recently launched several DM APIs that let developers build out more robust customer-service tool,” the spokesperson added. “Just last week, we announced customisable Direct Message Card that businesses can use to promote and share experiences built in Direct Messages. The new tool will help businesses create rich, personalised experiences that deepen their relationships with consumers.

A consistent look and feel of the Twitter app with added bolder headlines to make it easier to focus on what’s happening is one of the key parts of the news design along with live monitoring interactions so users can can see Twitter conversation analytics in real time.

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