From there, users will make connection and start to regularly engage in conversations – or at least that’s the hope.
Twitter knows it has a lot of work to do to make its platform easier to use.
“We are focusing a lot of our energy on refining our core product and looking at what is confusing about the service and what’s inhibiting growth,” Dorsey said.
The timeline is a big part of that focus, as is the recently launched Moments product, which packages trending tweets into more accessible bundles.
Although MAU growth slowed to a near crawl between Q3 and Q4, Twitter did see a significant increase in the number of advertisers it works with – scaling the total number to 130,000 in Q4, up nearly 90% year over year.
Dorsey attributed the uptick to the number of SMBs running ads with Twitter.
Which raises a question about ad load. With more advertisers comes the need for more ad inventory.
“Ad load has increased meaningfully since the beginning of the year driven by international ad load increasing more than domestic, although domestic has also increased,” said Twitter CFO Anthony Noto. “We increased [ad load] because of demand … but we still have headroom in what we think we can do.”
Twitter’s also been busy on the ad product front.
On Tuesday, Twitter launched a unit called First View that allows marketers to buy Promoted Video at the top of the timeline on an exclusive basis for 24 hours. In January, Twitter rolled out the ability to play Periscope videos directly within its flagship app. Doritos was the first brand to take advantage during this year’s Super Bowl.
And in Q4, Twitter ran several limited pilots, one around the Dynamic Ads product it built using the technology acquired from TellApart, which allows direct-response marketers to retarget users based on their browsing behavior, and a second around exposing its logged-out audience to advertising.
Its MAUs added to its logged-out users creates a total audience of more than 800 million.
In another deflection from the MAU question, Twitter Chief Operating Officer Adam Bain told investors, “Our total addressable reach got bigger in the quarter.”