First, things are definitely looking up for Twitter's business.
Twitter shares opened in the green in the US Thursday, after the social media company announced its first ever profit in the fourth quarter of 2017.
Dorsey and chief financial officer Ned Segal said the firm's 2% year-on-year quarterly revenue boost, which brought Q4 turnover up to $732m, was also influenced in-part by better targeting which had improved click-through rates (CTR).
The company said that it has 330 million users - 68 million in the United States and 262 million internationally, up 2% and 4%, respectively, year on year. Also, General Counsel Vijaya Gadde sold 7,500 shares of Twitter stock in a transaction that occurred on Monday, July 10th.
Advertising drove Twitter's revenues in the fourth quarter.
Twitter is a public, real-time, global platform where any user can create a Tweet and any user can follow other users. Breaking down the revenue, advertising was the biggest contribution here, to no surprise. But that may change.
Revenue was up 2 percent from a year ago to a better-than-expected US$732 million.
As expected, MAU was impacted by seasonality and the change to Safari's third-party app integration, which affected approximately 2 million MAU in Q4 (roughly 1 million in the U.S. and 1 million in global markets), as well as increased information quality efforts, which are our overall efforts to reduce malicious activity on the service, inclusive of spam, malicious automation, and fake accounts.
This, despite growth stalling compared to the previous quarter.
It made the money despite user numbers staying static which creator Jack Dorsey explained was due to a crackdown on fake and automated accounts
According to the company, MAU was impacted by seasonality and the change to Safari's third-party app integration, which affected approximately 2 million MAU in the quarter - roughly 1 million in the US and 1 million in global markets. (NYSE:TWTR) established that the company was able to keep return on investment at -5.69 in the trailing twelve month while Reuters data showed that industry's average stands at 16.20 and sector's optimum level is 15.79.
Twitter did not specify what change Apple had made to its web browser that kneecapped audience growth. Northern Trust Corp now owns 8,350,037 shares of the social networking company's stock valued at $149,215,000 after buying an additional 3,667,233 shares during the last quarter. While engagement seems to have gone up on the platform, it hasn't translated into user additions.
Total ad engagements increased 75% from a year earlier while the cost per engagement decreased 42%.
Twitter also introduced an option to make it easier to thread tweets and launched Happening Now, a feature meant to highlight content around events like sports games.
"We're seeing a lot more retweets".
If Twitter doesn't tackle these issues soon, users will likely continue to flee. Twitter continues to prove they are a worthwhile investment by pushing the boundaries and adding new features to increase their user base. Daily active users grew by 12% year-over-year, the platform's fifth consecutive quarter of double-digit year-over-year growth.
Twitter has said it's dealing with the problems.
The company also cited higher video ad sales and redesigned ad formats as helping to grow revenue.
Tim Peterson, Third Door Media's Social Media Reporter, has been covering the digital marketing industry since 2011.
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