Last month Twitter trialled a selection of new emoji's in order to boost user engagement, and early tests showed that there was increased engagement and accessibility for new users, which provided the company with valuable feedback on content. Emojis have the benefit of not only telling Twitter what users think of content, they also divulge details about the user themselves. Facebook found in a study two years ago that a person's likes can produce a more accurate personality profile of a user than their close friends or relatives could, meaning Facebook is good at targeting advertisements. If Twitter could leverage this type of information through its current experiments with one different emojis, it could not only drive user engagement but also boost its ad targeting capabilities, which will increase its average revenue per user and compensate for lackluster user growth.
Last month Twitter trialled a selection of new emoji's in order to boost user engagement, and early tests showed that there was increased engagement and accessibility for new users, which provided the company with valuable feedback on content. Emojis have the benefit of not only telling Twitter what users think of content, they also divulge details about the user themselves. Facebook found in a study two years ago that a person's likes can produce a more accurate personality profile of a user than their close friends or relatives could, meaning Facebook is good at targeting advertisements. If Twitter could leverage this type of information through its current experiments with 12 different emojis, it could not only drive user engagement but also boost its ad targeting capabilities, which will increase its average revenue per user and compensate for lackluster user growth.