Big businesses produce many publications and it turns out that in the United States, business filings are sizeable documents filled with useful data.
I can’t recall where this link came from for Twitter’s Form 10-K (a U.S annual filing report), but I’ve saved it anyway because of the sheer volume of data that’s in it.
The very first section of the report, which is more of a book, lets you see exactly where Twitter is heading in the year ahead.
1. Focus on users – as always but nice to see it top of the list
This should be the same for every business, so it’s great to see that the users top the list.
The user focus for the year ahead is to make it easier for you to “create, share and consume content”.
Part of that first strategy will be making use of live video feeds. Users on Twitter have already seen the push for video begin, which is stated in the report as being a “strong complement to the live nature of Twitter”.
That would indicate more news coverage, but for marketing purposes, I’m expecting to see more live webinars, similar to the way Google Plus has the Hangouts for live video conference, which some marketers use for webinars.
Part of Twitter’s strategy with regards to user accessibility also involves building better tools to help users engage directly and to connect with others across the platform.
Given the wide range of tools already accessible for this, I can only imagine they mean tools directly through Twitter for everyone and not necessarily third party applications using the Developer API – most being premium. Perhaps there are more free tools coming to users.
The other issue, which will be welcome, is a focus on repeat abusive accounts. Twitter has such a large database, that there are some trolls in there prone to unacceptable behaviour, shaming other users, discouraging interaction and genuinely being abusive in their commentary. The reporting feature of Twitter has never been easy to work with, so to see that they are actually going to take steps towards reducing abuse is superb.
There will be steps put in place to better the ROI of advertisers, because for now, it’s terrible. It’s so low it’s resulted in Twitter being unable to get advertisers aboard and reporting a deficit on the previous year. The nature of the platform makes it unresponsive to native advertising. What has been tried is promoted tweets without much luck.
For those looking to advertise on social media, Twitter isn’t the place to be right now, but it may be in the future depending upon demographics. Right now, Twitter advertising doesn’t come close to the reach of Facebook ads, which is a risk Twitter is hoping to address this year by working towards improving advertiser ROI. I for one don’t plan to pay to promote because I feel it’s taking away from the social nature.
3. Developers are third on the focus list for this year
To see developers listed after advertisers makes me think there’s no particular order, because it’s developers of third party apps that help to send a lot of attention towards Twitter.
For that reason, it’s no surprise that the developer community has Twitters attention. There’s too many possibilities for their in-house team to work on alone, trying a variety of tools and applications. It makes far more sense to make it easy for third party developers to build tools that integrate with Twitter directly through the API.
User accessibility, I believe will be improved. I don’t think advertising will ever gain momentum on the platform, and I most certainly believe that a lot of support will be directed towards the developer community, in particular for premium tools because those will get developers advertising on behalf of Twitter and naturally increasing the number of users on the platform, for which the Twitter intent is to keep them there. This is a hard task due to the link sharing nature of Twitter.
It’s certainly going to be an interesting year in the kingdom of Twitter.