The micro-blogging site's recent financial results revealed that its total revenue in the second quarter of 2021 was up 74% to $1.19 billion.
The financial results further revealed that its monetizable daily active users were also up 11% year-on-year to 206 million in 2021. While Twitter was becoming increasingly popular, the pandemic further accelerated its growth. While people were staying at home and craving human connections, 9.6% of adults significantly increased their Twitter usage during the pandemic.
The study shows "#Covid19" was the most popular hashtag of 2020, followed by "#BlackLivesMatter". The platform's highly sociable and authentic nature has been one of the primary factors that have helped Twitter regain its popularity. Moreover, Twitter provides uncensored news content and real-time insights that people craved in uncertain times last year.
The article suggests brands can capitalize on this conversational style – by creating their own branded content and collaborating with creators. Additionally, Twitter appears to be "very open" to engaging with suggested and sponsored content.
[6 minute read]