DOCSLIB.ORG

Using Vine to Increase Customer Engagement

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Using Vine to Increase Customer Engagement Using Vine to Increase Customer Engagement By Scott Cronin Vice President, Interactive Campaigns Aerva, Inc. www.aerva.com www.aerva.com - © Copyright Aerva, Inc. Page 1/14 Customer Engagement: Done in 6-Seconds www.aerva.com - © Copyright Aerva, Inc. www.aerva.com Customer Engagement: Done in 6-Seconds Twitter’s Vine allows users to record six seconds of video directly from their smartphone. The app is extremely easy to use. With one-touch, the user can quickly start and stop recording within the 6-second window while the real-life action continues, enabling creative sequencing and artistic treatments that are exceptionally engaging. What’s the opportunity for Marketers? For marketers, Vine is a platform where a creative idea coupled with the right promotional incentive can provide considerable buzz, eyeballs, and ROI for your brand as well as bolster your Earned media. The opportunity in the social video ecosystem is obvious: - Nine Vine videos are shared every second - Branded Vines are shared 4 times more often than branded internet videos - Mobile video consumption tripled in the past year - Mobile traffic is predicted to increase 13 times between 2012 and 2017 * * http://www.unrulymedia.com/article/25-06-2013 www.aerva.com - © Copyright Aerva, Inc. Page 3/14 Why Are Vines So Engaging? www.aerva.com - © Copyright Aerva, Inc. www.aerva.com Why Are Vines So Engaging? Vines successfully captivate users by combining the following elements: Visual Appeal: Vines engage a user visually, which tends to be extremely effective. Users love to capture the moment in video. Being able to view a moment in time is extremely emotive. User Generated Content: Content created by the people, for the people offers a tremendous reflection of your brand within the market place and allows your fans and ambassadors to participate and express how your product/service fits within each of their lives. Integral to any UGC-based marketing strategy is moderation: protecting the brand against unwanted associations, language, and imagery. Sharability: All videos posted on Vine continuously loop on the user’s timeline and can be seamlessly shared via Twitter, Facebook and embedded as videos within digital destinations. Audio Appeal: Sound is a big part of the Vine experience and bolsters its ability to engage. The audio that accompanies each video (with varying degrees of importance in each Vine’s story) is a critically important element for engaging viewers and can be used as another creative variable (which is enhanced by Vine’s stop-motion editing functionality.) Emotion: Vines are great for capturing emotion, which is ideal for brands that want to leverage the passion and enthusiasm of their customers for their products and services. Vine’s potential is extraordinary. Savvy marketers can utilize a relatively untapped platform for engaging customers and create campaigns that allow their audience to participate in social conversation, evangelize their products/services and express themselves creatively within their brand. www.aerva.com - © Copyright Aerva, Inc. Page 5/14 Where To Start? www.aerva.com - © Copyright Aerva, Inc. www.aerva.com Where To Start? An easy and safe way to integrate Vine videos into your marketing strategy is to create a campaign that allows for Vines to be collected, viewed in aggregate and displayed to a large audience to receive maximum eyeballs and satisfaction from your submitters. The next step in evolution: Some of the most successful integrated social media campaigns started with texts, then moved to tweets, then images, and are now starting to incorporate videos to best brand and consumer experiences.. Here are some Do’s and Don’ts you should consider when incorporating Vine into your brand’s marketing strategy: www.aerva.com - © Copyright Aerva, Inc. Page 7/14 Do’s/Don’ts for Engaging Customers Through a Vine Campaign www.aerva.com - © Copyright Aerva, Inc. www.aerva.com TIP #1 DO: DON’T: Keep it easy! Within your campaign, give your customers Ask your customers to find something “off the beaten path” easy-to-execute everyday parameters to work with. Don’t or to stage an elaborate production. Some of the most crowd up the message or execution; keep in mind they only successful marketing Vines yet have been “How-to” videos have six seconds! that show a quick and easy process. SUGGESTION: Embrace the ‘action-before -> experience with your brand -> action-after’ video production structure. An easy flow to follow, this lends itself to the stop-motion functionality, and allows for creativity. You want the majority of your customers’ brainpower to be left to the execution of making an interesting 6-second brand statement. 6 seconds www.aerva.com - © Copyright Aerva, Inc. Page 9/14 TIP #2 DO: DON’T: Use at least one (and no more than three) relevant hashtags Forget to incorporate Vine into other marketing channels to so your customers’ creativity will be seen and easily found provide your audience the “omni-channel” experience they by others. desire and will respond to. SUGGESTION: Be sure to display these Vine videos outside the mobile experience – such as on digital OOH screens, on your website or on screens wherever you interact with your customers. Exposing your brand’s UGC to a general OOH audience is a great way to maximize views and tie in your Paid, Owned and Earned media channels. Vine’s ecosystem is still relatively small. By integrating this campaign with OOH, web or place-based displays, you’ll enable the online/offline customer experience and open up the program to a much larger audience. www.aerva.com - © Copyright Aerva, Inc. Page 10/14 TIP #3 DO: DON’T: Aggrigate your campaign’s best Vine videos and displaying Be overly critical of which Vines you approve to be part them together to provide a fast-paced, engaging display that of your campaign. While inappropriate, offensive and can lead to higher returns on your marketing investment. damaging content should always be rejected, you should embrace the variety created by your customers and fans. Not every Vine needs to be Agency-quality in creativity and execution. They’ll probably vary as much as your audience does themselves. SUGGESTION: When aggregating Vines for Digital OOH displays or online destinations, consider sequencing the approved submissions (running one after another) in a constant loop. This format provides an exciting, fast-moving visual experience that will translate well on most displays and engage new consumers to consider your brand. Also, be sure the moderation process (1. access, 2. review, 3. approve/ reject, 4. publish, 5. analyze) is seamless and expedient. Marketers want to be able to review everything UGC that’s associated with the brand and don’t want to be hit with a backlog of submissions or complicated moderation process. Quick Link: #SuperJump Go to http://channel.aerva.com/superjump/ to see a great example of a Vine collage sample campaign www.aerva.com - © Copyright Aerva, Inc. Page 11/14 What does this mean for marketers? Vine campaigns need to capture the emotion of your brand that appeals to your customers – which is why they love you and want to participate in the first place. As social video sharing continues its exponential growth rate, and strengthens its position as the premiere channel for engaging, building awareness and educating consumers, more companies will use this medium for advancing their brand. Extraordinary ROI Opportunity Right now, Vine represents an extraordinary ROI opportunity as essentially free ad space. Marketers, and their brand advocates, can post as many 6-second videos as they would like - for free! If managed correctly, through proper tagging, promotion, moderating and distribution, the platform has tremendous potential for a skyrocketing return on your marketing time and financial investment. At Aerva, we help top brands develop and execute engagement campaigns that can leverage Vine’s potential. Aerva recently launched AerVine for digital out-of-home displays allowing integration of streaming user-generated videos. AerVine, integrating Vines with billboards, microsites and other display channels. It is simple for advertisers, marketers and enterprises to use and build better brand communities by leveraging Vine to directly engage their customers. www.aerva.com - © Copyright Aerva, Inc. Page 12/14 AerVine: AerVine is the newest in a line of useful widgets created to run on the AerWave platform. Other widgets include AerTweet, Pic2Screen, Poll2Screen, Text2Screen, QR Code, Weather, Mobile Coupons, Mobile Contest, YouTube, Flickr and more. The technology behind AerVine is designed to support high-profile campaigns flawlessly, allowing marketers to moderate Vines, get results and report metrics. Aerva’s platform offers brands and display network operators a highly customizable streaming Vine video feed that easily integrates with any type of digital display. This integration engages the consumer, brings them closer to the brand and increases the number of individual touch-points with any one particular display. www.aerva.com - © Copyright Aerva, Inc. Page 13/14 Aerva’s Solution for Effective (and Safe) Integration of Social Media with your Brand Aerva’s easy-to-use web-based platform helps brands engage customers one-on-one by integrating social media, user-generated content, real- time data feeds, mobile interactivity, and digital display networks (Digital Out of Home, place-based, enterprise-wide, web-based, etc.) with multi-channel. Top brands, and their agencies, partner with Aerva to effectively align their Paid, Owned and Earned media and to easily and safely manage their multi-channel campaigns’ digital content. To learn how Aerva can help your brand better engage your customers, please contact me at: Scott Cronin Vice President, Interactive Campaigns Email: [email protected] Call: 877.777.9910 x81 www.aerva.com www.aerva.com Aerva, Inc. 675 Massachusetts Avenue Find us on: Cambridge, MA 02139 USA Facebook Twitter LinkedIn YouTube Customer sampling www.aerva.com - © Copyright Aerva, Inc.
Load more

Recommended publications
  • Twitter, Myspace and Facebook Demystified - by Ted Janusz
    Twitter, MySpace and Facebook Demystified - by Ted Janusz Q: I hear people talking about Web sites like Twitter, MySpace and Facebook. What are they? And, even more importantly, should I be using them to promote oral implantology? First, you are not alone. A recent survey showed that 70 percent of American adults did not know enough about Twitter to even have an opinion. Tools like Twitter, Facebook and MySpace are components of something else you may have heard people talking about: Web 2.0 , a popular term for Internet applications in which the users are actively engaged in creating and distributing Web content. Web 1.0 probably consisted of the Web sites you saw back in the late 90s, which were nothing more than fancy electronic brochures. Web 1.5 would have been something like Amazon or eBay, sites on which one could buy, sell and leave reviews. What Web 3.0 will look like is anybody's guess! Let's look specifically at the three applications that you mentioned. Tweet, Tweet Twitter - "Twitter is like text messaging, only you can also do it from the Web," says Dan Tynan, the author of the Tynan on Technology blog. "Instead of sending a message to just one person, you can send it to thousands of people at once. You can choose to follow anyone's update (called "tweets") simply by clicking the Follow button on their profile, or vice-versa. The only rule is that each tweet can be no longer than 140 characters." Former CEO of Twitter Jack Dorsey once accepted an award for Twitter by saying, "We'd like to thank you in 140 characters or less.
    [Show full text]
  • GOOGLE+ PRO TIPS Google+ Allows You to Connect with Your Audience in a Plethora of New Ways
    GOOGLE+ PRO TIPS Google+ allows you to connect with your audience in a plethora of new ways. It combines features from some of the more popular platforms into one — supporting GIFs like Tumblr and, before Facebook jumped on board, supporting hashtags like Twitter — but Google+ truly shines with Hangouts and Events. As part of our Google Apps for Education agreement, NYU students can easily opt-in to Google+ using their NYU emails, creating a huge potential audience. KEEP YOUR POSTS TIDY While there isn’t a 140-character limit, keep posts brief, sharp, and to the point. Having more space than Twitter doesn’t mean you should post multiple paragraphs; use Twitter’s character limit as a good rule of thumb for how much your followers are used to consuming at a glance. When we have a lot to say, we create a Tumblr post, then share a link to it on Google+. REMOVE LINKS AFTER LINK PREVIEW Sharing a link on Google+ automatically creates a visually appealing link preview, which means you don’t need to keep the link in your text. There may be times when you don’t want a link preview, in which case you can remove the preview but keep the link. Whichever you prefer, don’t keep both. We keep link previews because they are more interactive than a simple text link. OTHER RESOURCES Google+ Training Video USE HASHTAgs — but be sTRATEGIC BY GROVO Hashtags can put you into already-existing conversations and make your Learn More BY GOOGLE posts easier to find by people following specific tags, such as incoming How Google+ Works freshmen following — or constantly searching — the #NYU tag.
    [Show full text]
  • Effectiveness of Dismantling Strategies on Moderated Vs. Unmoderated
    www.nature.com/scientificreports OPEN Efectiveness of dismantling strategies on moderated vs. unmoderated online social platforms Oriol Artime1*, Valeria d’Andrea1, Riccardo Gallotti1, Pier Luigi Sacco2,3,4 & Manlio De Domenico 1 Online social networks are the perfect test bed to better understand large-scale human behavior in interacting contexts. Although they are broadly used and studied, little is known about how their terms of service and posting rules afect the way users interact and information spreads. Acknowledging the relation between network connectivity and functionality, we compare the robustness of two diferent online social platforms, Twitter and Gab, with respect to banning, or dismantling, strategies based on the recursive censor of users characterized by social prominence (degree) or intensity of infammatory content (sentiment). We fnd that the moderated (Twitter) vs. unmoderated (Gab) character of the network is not a discriminating factor for intervention efectiveness. We fnd, however, that more complex strategies based upon the combination of topological and content features may be efective for network dismantling. Our results provide useful indications to design better strategies for countervailing the production and dissemination of anti- social content in online social platforms. Online social networks provide a rich laboratory for the analysis of large-scale social interaction and of their social efects1–4. Tey facilitate the inclusive engagement of new actors by removing most barriers to participate in content-sharing platforms characteristic of the pre-digital era5. For this reason, they can be regarded as a social arena for public debate and opinion formation, with potentially positive efects on individual and collective empowerment6.
    [Show full text]
  • What Is Gab? a Bastion of Free Speech Or an Alt-Right Echo Chamber?
    What is Gab? A Bastion of Free Speech or an Alt-Right Echo Chamber? Savvas Zannettou Barry Bradlyn Emiliano De Cristofaro Cyprus University of Technology Princeton Center for Theoretical Science University College London [email protected] [email protected] [email protected] Haewoon Kwak Michael Sirivianos Gianluca Stringhini Qatar Computing Research Institute Cyprus University of Technology University College London & Hamad Bin Khalifa University [email protected] [email protected] [email protected] Jeremy Blackburn University of Alabama at Birmingham [email protected] ABSTRACT ACM Reference Format: Over the past few years, a number of new “fringe” communities, Savvas Zannettou, Barry Bradlyn, Emiliano De Cristofaro, Haewoon Kwak, like 4chan or certain subreddits, have gained traction on the Web Michael Sirivianos, Gianluca Stringhini, and Jeremy Blackburn. 2018. What is Gab? A Bastion of Free Speech or an Alt-Right Echo Chamber?. In WWW at a rapid pace. However, more often than not, little is known about ’18 Companion: The 2018 Web Conference Companion, April 23–27, 2018, Lyon, how they evolve or what kind of activities they attract, despite France. ACM, New York, NY, USA, 8 pages. https://doi.org/10.1145/3184558. recent research has shown that they influence how false informa- 3191531 tion reaches mainstream communities. This motivates the need to monitor these communities and analyze their impact on the Web’s information ecosystem. 1 INTRODUCTION In August 2016, a new social network called Gab was created The Web’s information ecosystem is composed of multiple com- as an alternative to Twitter.
    [Show full text]
  • Marketing and Communications for Artists Boost Your Social Media Presence
    MARKETING AND COMMUNICATIONS FOR ARTISTS BOOST YOUR SOCIAL MEDIA PRESENCE QUESTIONS FOR KIANGA ELLIS: INTERNET & SOCIAL MEDIA In 2012, social media remains an evolving terrain in which artists and organizations must determine which platforms, levels of participation, and tracking methods are most effective and sustainable for their own needs. To inform this process, LMCC invited six artists and arts professionals effectively using social media to share their approaches, successes, and lessons learned. LOWER MANHATTAN CULTURAL COUNCIL (LMCC): Briefly describe your work as an artist and any other roles or affiliations you have as an arts professional. KIANGA ELLIS (KE): Following a legal career on Wall Street in derivatives and commodities sales and trading, I have spent the past few years as a consultant and producer of art projects. My expertise is in patron and audience development, business strategy and communications, with a special focus on social media and Internet marketing. I have worked with internationally recognized institutions such as The Museum of Modern Art, The Metropolitan Museum of Art, Sotheby’s, SITE Santa Fe, and numerous galleries and international art fairs. I am a published author and invited speaker on the topic of how the Internet is changing the business of art. In 2011, after several months meeting with artists in their studios and recording videos of our conversations, I began exhibiting and selling the work of emerging and international artists through Kianga Ellis Projects, an exhibition program that hosts conversations about the studio practice and work of invited contemporary artists. I launched the project in Santa Fe, New Mexico ⎯Kianga Ellis Projects is now located in an artist loft building in Bedford Stuyvesant, Brooklyn.
    [Show full text]
  • Here's Your Grab-And-Go One-Sheeter for All Things Twitter Ads
    Agency Checklist Here's your grab-and-go one-sheeter for all things Twitter Ads Use Twitter to elevate your next product or feature launch, and to connect with current events and conversations Identify your client’s specific goals and metrics, and contact our sales team to get personalized information on performance industry benchmarks Apply for an insertion order if you’re planning to spend over $5,000 (or local currency equivalent) Set up multi-user login to ensure you have all the right access to your clients’ ad accounts. We recommend clients to select “Account Administrator” and check the “Can compose Promotable Tweets” option for agencies to access all the right information Open your Twitter Ads account a few weeks before you need to run ads to allow time for approval, and review our ad policies for industry-specific rules and guidance Keep your Tweets clear and concise, with 1-2 hashtags if relevant and a strong CTA Add rich media, especially short videos (15 seconds or less with a sound-off strategy) whenever possible Consider investing in premium products (Twitter Amplify and Twitter Takeover) for greater impact Set up conversion tracking and mobile measurement partners (if applicable), and learn how to navigate the different tools in Twitter Ads Manager Review our targeting options, and choose which ones are right for you to reach your audience Understand the metrics and data available to you on analytics.twitter.com and through advanced measurement studies .
    [Show full text]
  • Twitter: Explained
    Twitter: Explained Twitter is a micro-blogging tool where users opt-in to receive and send extremely brief content -- or tweets -- with others. Or, in layman’s terms, it’s a way to share thoughts and ideas in 140 characters or fewer. Getting Started When you first register at twitter.com, you will choose a username (also known as your “Twitter handle”). The tweet The “tweet,” or messages used in Twitter, are limited to 140 characters. This creates a wonderful practice of being concise with the message you would like to convey. Interacting If you want to reference or “tweet at” another user, you simply use the @ symbol followed by the Twitter handle of the user. For example, @marcwais. Who to Follow? Twitter is not only a useful tool to connect with your friends and keep abreast of their daily activities. The true power of Twitter is in the viral dissemination of information. You can follow news organizations, celebrities (both movie stars and industry & thought leaders), and other organizations. You could follow the Chronicle of Higher Ed (@chronicle), NCAA News (@ncaa), and other NYU departments & personalities. Organizing your feed When you start to follow users who update a lot throughout the day, you might be overwhelmed with the sheer number of posts. You can organize the people you follow into lists and focus just on one group of users at a time. You can also use a tool like Tweetdeck, which is an application that allows you to group your feed into different columns (for example: friends, news, work, or whatever category you choose to create).
    [Show full text]
  • Archival Circulation on the Web: the Vine-Tweets Dataset
    Archival Circulation on the Web: The Vine-Tweets Dataset Ed Summers and Amy Wickner 06.04.19 Peer-Reviewed By: Anon. Clusters: Data Article DOI: 10.22148/16.040 Journal ISSN: 2371-4549 Cite: Ed Summers and Amy Wickner, “Archival Circulation on the Web: The Vine- Tweets Dataset,”Journal of Cultural Analytics. May 4, 2019. At Ethics and Archiving the Web, a conference convened in March 2018 at the New Museum in New York City, a group of artists, archivists, activists and re- searchers met to critically examine the ethical implications of our ability to col- lect and archive content from the web. In a session focused on the ethics of digital folklore, Frances Corry asked the audience to consider, ”What’s the right way to shut down a social networking site?” (Figure 1). Corry specifically discussed the closure of Vine, a social media service designed for sharing six-second video clips. She highlighted how, despite Vine’s best in- tentions to sunset their service “the right way,” mistakes were made regarding missing content and leaked personal information in users’ archives.2 Despite these difficulties, Vine’s effort remains noteworthy because of how it mobilizes the concept of an archive in dismantling its online service. Vine’s commitment to preserving content with user consent stands in stark contrast to the way many web platforms have shuttered their windows, barricaded their doors, and pulled vast amounts of content offline in the process. 1Christine A George, “Frances Corry provides a ‘burning yellow’ background for a burning ethical question,” Twitter, March 23, 2017.
    [Show full text]
  • Empirical Study of Twitter and Tumblr for Sentiment Analysis Using Soft Computing Techniques
    Proceedings of the World Congress on Engineering and Computer Science 2017 Vol I WCECS 2017, October 25-27, 2017, San Francisco, USA Empirical Study of Twitter and Tumblr for Sentiment Analysis using Soft Computing Techniques Akshi Kumar, Member, IAENG, Arunima Jaiswal Analysis is one such research direction which drives this Abstract-Twitter and Tumblr are two prominent players in cutting-edge SMAC paradigm by transforming text into a the micro-blogging sphere. Data generated from these social knowledge-base. micro-blogs is voluminous and varied. People express and voice Formally, Sentiment Analysis, established as a typical their emotions and opinions over these social media channels text classification task [3], is defined as the computational making it a big sentiment-rich corpus from which strategic data can be analyzed. Sentiment Analysis on Twitter has been study of people’s opinions, attitudes and emotions towards a research trend with constant and continued studies on it to an entity [4, 5]. These opinions are expressed as written text improve & optimize the accuracy of results. As an alternative on any particular topic, available and discussed over social to the ‘restricting’ tweets, tumblogs from Tumblr give the media sources such as blogs, micro-blogs, social networking ‘scrapbook’ micro-blogging space. In this paper, we intend to sites and product reviews sites etc., with the primary intent mine and compare these two social media for sentiments to to categorize content into negative, positive or otherwise empirically analyze their performance as data analytic tools based on oft computing techniques. We have collected tweets neutral polarities. and tumblogs related to four trending events from both Amongst the social media channels, Twitter has emerged platforms (approximately 3000 tweets and 3000 tumblogs) and as a key player from which sentiment-rich data can be analyzed the sentiment polarity using six supervised extracted.
    [Show full text]
  • Introduction to Web 2.0: Facebook, Texting, Twitter, Your Students, and You
    Introduction to Web 2.0: Facebook, Texting, Twitter, Your Students, and You. Betha Whitlow, Curator of Visual Resources Washington University in Saint Louis Exploring Emerging Technology Drop-In Session emergingtech.wustl.edu There is a world of difference between the modern home environment of integrated electric information and the classroom. Today’s child… is bewildered when he enters the nineteenth century environment that still characterizes the educational establishment--where information is scarce, but ordered, and structured by fragmented, classified patterns, subjects, and schedules. Marshall McLuhan wrote this in 1967. And he was only talking about the influence of television on the way young people behave and learn. If NBC had run 24 hours straight since 1948, it would have published 500,000 hours of information. Dr. Michael Wesch, Kansas State University You Tube Has Produced More Hours of Content in the Past Few Months. Information Overload? • As of August, 2008, there were more 71 million blogs. That’s 71 million more than in 2003. • There are over 60 billion e-mail messages sent every day. • 40 billion gigabytes of UNIQUE, NEW information will be produced this year. That’s as much as 296, 000 Libraries of Congress. This Information Explosion is Largely Due to One Thing: Web 2.0. Web 1.0 • The passive web • Information was still thought of as something having physical form. • Content was relatively static. Web 2.0, 2003-Now • Also known as the “interactive” or “social” web • Web 2.0 enables collaboration, organization, and interaction • Web 2.0 puts seeking, organizing and creating content into YOUR hands, allowing easy creation, posting, distribution.
    [Show full text]
  • Twitter Buys Mobile Blogging Startup Posterous 12 March 2012
    Twitter buys mobile blogging startup Posterous 12 March 2012 "The opportunities in front of Twitter are exciting," Posterous founder and chief executive Sachin Agarwal said in a message at the freshly-acquired San Francisco startup's website. "We couldn't be happier about bringing our team's expertise to a product that reaches hundreds of millions of users around the globe." Posterous Spaces will continue to operate with users of the firm's free application promised they would get plenty of notice of any changes to the Twitter on Monday announced that it has bought mobile service, according to Twitter. blogging startup Posterous and will put engineers behind the popular "lifestreaming" service to work on special (c) 2012 AFP projects. Twitter on Monday announced that it has bought mobile blogging startup Posterous and will put engineers behind the popular "lifestreaming" service to work on special projects. "This team has built an innovative product that makes sharing across the Web and mobile devices simple -- a goal we share," San Francisco-based Twitter said in a blog post. "Posterous engineers, product managers and others will join our teams working on several key initiatives that will make Twitter even better." Posterous launched in 2008 as a platform for blogging with an emphasis on letting people use smartphones to post pictures, videos, audio or other digital snippets and share them with groups in virtual "Spaces." The legions of Posterous fans have grown along with a "lifestreaming" trend in which moments are captured throughout the day and shared in online journals. 1 / 2 APA citation: Twitter buys mobile blogging startup Posterous (2012, March 12) retrieved 23 September 2021 from https://phys.org/news/2012-03-twitter-mobile-blogging-startup-posterous.html This document is subject to copyright.
    [Show full text]
  • Twitter Announces First Quarter 2021 Results
    April 29, 2021 Twitter Announces First Quarter 2021 Results Reports 20% Year-over-Year Growth in Monetizable Daily Active Usage (mDAU) and Total Revenue of $1.04 Billion SAN FRANCISCO, California - Twitter, Inc. (NYSE: TWTR) today announced financial results for its first quarter 2021. “People turn to Twitter to see and talk about what’s happening, and we are helping them find their interests more quickly while making it easier to follow and participate in conversations,” said Jack Dorsey, Twitter’s CEO. “Average monetizable DAU (mDAU) reached 199 million, up 20% year over year and up 7 million sequentially, driven by ongoing product improvements and global conversation around current events.” “Q1 was a solid start to 2021, with total revenue of $1.04 billion up 28% year-over-year, reflecting accelerating year-over-year growth in MAP revenue and brand advertising that improved throughout the quarter,” said Ned Segal, Twitter’s CFO. “Advertisers continue to benefit from updated ad formats, improved measurement, and new brand safety controls, contributing to 32% year-over-year growth in ad revenue in Q1.” First Quarter 2021 Operational and Financial Highlights Except as otherwise stated, all financial results discussed below are presented in accordance with generally accepted accounting principles in the United States of America, or GAAP. As supplemental information, we have provided certain non-GAAP financial measures in this press release’s supplemental tables, and such supplemental tables include a reconciliation of these non-GAAP measures to our GAAP results. The sum of individual metrics may not always equal total amounts indicated due to rounding.
    [Show full text]