We abandoned what many people were used to with display advertising and brought something native and useful to the platform – tweets inspired by things like search and TV. We have a great working relationship with television through Twitter Amplify where we’re bringing premium content from those providers. We have a multidimensional partnership with Google, [first with] tweets displaying in search in the US, which will scale to other nations.
On video: We acquired a company called Niche, which is a bunch of content producers who quit their day jobs and produce content for marketers. If marketers who come to us are looking for creativity, we can connect them with a Niche creator to connect them with Viners and Periscopers. With Vine, Periscope, Niche and Twitter Amplify, we’ve created a world where video plays natively inside the tweet. We see 1.2 billion video loops on Vine every day and, during the first week of August, we passed 10 million users on Periscope.
On content relevancy: One of the problems with having a lot of content is finding the things you care about. If you tune Twitter [to your interests] you get a great content delivery experience. But oftentimes you miss what’s going on in the world. Project Lightning aims to bundle content for consumers around news they don’t follow in their main timeline. It’s content curation through a mix of human and algorithmic solutions.
When you think about organization and discovery, Project Lightning solves challenges around brand-new users and our most active, hardcore users. We know there’s a learning curve and that it takes energy to scale on our platform, especially for our logged-out audience.