Dive Brief:
- Twitter unveiled a new homepage Wednesday that could potentially drive more users and introduce a new way to deliver ads to non-users.
- Previously, when logged-out users or non-users visited the Twitter homepage, they were met only with the option to log in. The new homepage offers different categories, like pop artists, business news, and TV Shows that link to public tweets on the subject.
- Twitter reports that over half a billion logged out users come to the site each month—a group that Twitter hopes it can reach through the updated homepage.
Dive Insight:
Twitter has been on a mission to increase users, but it has so far reported disappointing growth numbers since its IPO in 2013. The new homepage has potential to deliver new users, but the real value will likely be in how the homepage could reach non-users. By directing more visitors to read tweets—even when not logged in—the opportunities to deliver ads grow.
Ultimately, advertisers are interested in reaching people—regardless of whether they are tied to a Twitter account. The new home page comes soon after Twitter announced its efforts to deliver ads on third-party sites.
