Just two years ago, Twitter was the undisputed second to Facebook in the social media world. Today, a host of younger, hotter social apps stand in the way between Twitter and its chances of becoming the default “No. 2.”
These days, Messenger, YouTube, Instagram, Snapchat, Dubsmash, WhatsApp, Pinterest, Kik, and, of course, Facebook, all rank ahead of Twitter on download rankings on the iPhone and Android devices, according to App Annie.
“Twitter is not even a top-20 application in America anymore,”
“It’s really struggling to maintain momentum. At the same time you have this cluster of really young vibrant apps like Snapchat and Kik and even Dubsmash, that are racking up massive download numbers.”
Twitter’s problem, of course, is not only that it’s battling this flock of new, fast-growing mobile apps for eyeballs and advertisers but also that its own growth is slowing dramatically. User growth in the first quarter slowed to 18% down from 20% in Q4 of 2014 and from 23% in Q3 of that year. After ending Q1 with a total of 302 million monthly active users, the company warned that user growth wasn’t looking good for the current quarter, but didn’t offer estimates. While the company is still adding new users, a series of product changes aimed at making the platform more user-friendly, such as the logged-out homepage, haven’t given Twitter the users it needs.
So does this mean that you should abandon your Twitter page? No not necessarily. Twitter still has a massive audience and a compelling product. Instagram’s most recent monthly active user count is 300 million, just about the same number as Twitter. So the people are there! Twitter does need a new leader in order to keep up with the newer apps though...
“New leadership means a new way of thinking,”
“They need to make a whole new strategy.”