Photo: (cc) Kenneth Yeung
Twitter reinvented itself last night.From what we’ve seen so far it did a smart job.
The main reason the redesign works: Twitter seems to have finally decided to capitalise on what it is, not what its founders and top executives once hoped it would be.
Twitter now realises it is a broadcast medium where some consumers can talk back, if they want to.
It isn’t trying to make itself into what it isn’t – some sort of social network designed around what people are eating for lunch.
Silicon Valley's idealists hate the concept of advertising.
They hate 'brand' advertising in particular because it's supposed to coerce users into wanting to buy something they didn't previously want to buy.
But after avoiding brand advertising for as long as they could, Twitter and Facebook now make it their business.
GigaOm reports: 'The new Twitter.com is a full Twitter client using the company's APIs.
Twitter platform boss Ryan Sarver told GigaOm that Twitter photo and video providers will lose pageviews now that Twitter will show their photos and videos right on Twitter.
The upside for those providers is that they are still not dead.
'On the new Twitter.com,' reports GigaOm, 'when you click on a tweet in the left pane, in the right pane you'll see things like tweets with the same hashtag, or tweets in the same conversation, or tweets in the same place.'
Sounds like a great place for Twitter to stick 'promoted tweet' ads.
Tweets per day are up to 90 million per day, according to Twitter CEO Ev Williams.
That's up ~450% from under 20 million a year ago. The problem for Twitter is traffic to Twitter.com only grew 100% during the same period.
That's bad for Twitter over the long haul, and this redesign is supposed to solve that problem.
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