Twitter touts reform as the key reason for its recent success

The social media company has struggled to curb abuse and remove fake accounts, but it says its latest efforts are increasing profits. Is the platform a good investment for marketers?

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Twitter finally has the chance to tell the world what it’s doing right.

The company reported an increase of users for the first time since the first quarter of 2018. User declines had been attributed to the company’s removal of fake accounts.

Twitter says its rising profits and user numbers are directly tied to efforts to clean up abuse and delete bot accounts from its platform. Moreover, it says it will change how it reports user growth (or decline).

Twitter now says it won’t offer monthly active user numbers (MAUs) but instead will measure its growth in “monetizable” daily active users (mDAUs), tracking users who are exposed to ads.

Twitter CEO Jack Dorsey promises that the company will continue to invest in cleaning up its platform and developing better targeting for its ad partners.

CNN reported:

On a conference call with analysts Tuesday, CEO Jack Dorsey said improving the health of the platform continues to be “our number one priority as a company.” Right now, Dorsey said, Twitter is focusing on taking a more “proactive” approach to cracking down on abuse, by relying on machine learning and deep learning.

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