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Twitter is doing everything it can to stay relevant in the unforgiving tech space. Earlier this month, the company released its first-ever television ad during the World Series. The commercial was a garbled display of content options you can post on the site. Moments, a new feature that allows you to scan through trending posts, was the highlight of the 30-second ad. In case you missed it, here’s the clip:

https://youtu.be/6GX63F57xVo

Many thought the commercial reeked of desperation. The platform suffered numerous blows this year, leaving some to question its ability to compete with other social media giants in the field. But Twitter isn’t going down without a fight, and this was the first sign of the group going to battle in the mainstream arena.

Behind the Scenes

Without rapidly evolving its products, Twitter could be doomed to fail. Recently, the group reported a net loss of $132 million and a slowing rate of monthly subscribers at four million for the third quarter of 2015. This was also the first full quarter where Jack Dorsey took over as CEO of the brand.

“In the third quarter, when Dorsey was still interim CEO, the company’s user base grew 11 percent to 320 million, compared with a forecast for 324 million and growth of 15 percent in the prior period. In the US, the world’s largest advertising market, Twitter’s user count remained flat at 66 million,” wrote Sarah Frier from The Sydney Morning Herald.

The news sent the stock plunging 13 percent. Nervous investors thought that Dorsey was the answer to all of their problems, and they could still be right. Dorsey, who is also the founder of the company, may simply need more time to work through the pickle that Twitter is in.

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Where Did Twitter Go Wrong?

The website is great for digital broadcasting. Media, news and events thrive on the fast-paced platform. But social media is changing to become more exclusive and private. For now, Twitter is unable to cater to the needs of individual users. In other words, people don’t want to share their entire life to strangers. They want to be able to pick and choose parts of their everyday experiences. Furthermore, with privacy comes intimacy, and 140 characters just isn’t enough for most people to express how they really feel about their favorite cat or perfectly made breakfast.

The whole real-time updates thing that the company boasted about in the past is available on other social platforms. Massive group chats and forums have also proven to be a more organized way of having online discussions, compared to Twitter’s messy conversation interface.

“Dorsey has vowed to come up with new ways to make Twitter more appealing and easier to use for people who have been turned off by the service’s chronological presentation of posts and sometimes-confusing quirks, such as its reliance on hashtags,” mentioned Michael Liedtke from The Australian.

Should you start imagining life without Twitter? Not just yet. The company still has time to turn things around, but with each missed opportunity it will take something truly game-changing for the brand to reclaim its dominance over the social media community.

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