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Social advertising helps Twitter to flourish


Social advertising helps Twitter to flourish

Twitter’s revenues in the UK doubled over the last year, which is being seen as a huge boost to the platform’s future longevity.

With Britain remaining the US microblogging site’s largest overseas market, which accounts for around 10% of its overall income, Twitter’s annual report found that UK revenues hit £91.27m in 2014. This is up from only £43.26m the year before.

This rise in income came at a time when the social platform was pushing a number of new products to help with its monetisation, including video advertising tool Twitter Amplify. This service is designed to make it easier for internet marketing specialists to promote their products across multiple channels, especially by linking social media to broadcast television.

However, at the moment advertising on Twitter outside of America does not give as much back to the firm as it might like, with promotional posts on international news feeds garnering just $1.16 (75p) per view, compared to $5.65 (£3.68) in the US. That said, the microblogging company does have plans to hire more sales staff globally, including in Brazil, Ireland and Singapore.

It was also revealed that despite an increase in overall revenue from $664m (£432.1m) to $1.4bn (£911.1m), Twitter still made a loss last year. However, while down $577m (£375.5m), this was an improvement on 2013, when the company had lost $645m (£419.8m) from its coffers.

With the number of active monthly users also increasing, Twitter may still prove that it is able to successfully monetise its service, which will help to secure its future.

Tom Evans
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