Sharing content to Twitter has declined 11% after the microblogging platform decided to kill support for share counts, according to a report by content amplification platform Shareaholic. Twitter had decided in September that it would be removing share count feature when it announced new designs for its buttons. The decision took effect on November 20, however, Twitter share button still works.
Shareaholic analyzed sharing activity from more than 300,000 sites which use the company’s platform. These sites collectively reach over 450 million unique visitors each month. Shareaholic uses a metric called Share of Voice which is the percentage of Twitter shares, relative to other sharing destinations available such as Facebook, Pinterest, LinkedIn, etc.
Shareaholic said that with Twitter’s share of voice was at around 12.39% before it killed the counts and the share of voice declined to 11% after November 20.
Twitter India promoted videos
Earlier this month, Twitter India’s consumption of the promoted video feature grew fivefold over the last year.Twitter claims that campaign engagement goes up by 40% through the use of promoted video, while the purchase intent of consumers increases by 44%. For ad monetisation, Twitter offers promoted tweets, accounts and trends among other options.
Financials and video growth
The company reported total revenues of $569 million for the quarter ended September 30, an increase of 58% year-on-year and 320 million active users (MAUs), an increase of 11% year-on-year. Advertising revenue was at $513 million, an increase of 60% year-over-year and mobile advertising revenue was 86% of total advertising revenue. Chief financial officer Anthony Noto said that the auto play videos and GIFs feature, which was launched in June, had been the driving growth on its network.
In October, Twitter partnered with various platforms like Bigcommerce, Demandware and Shopify, to enable their customers to offer a ‘Buy Now’ option to users, directly through Twitter. It also implemented the option for new retailers and brands like Best Buy, PacSun and Adidas etc.