Angus Keene leads the sales team for Australia at Twitter. His team works closely with media agencies, clients and rights holders, educating them on the power of his platform and the opportunities to partner up. Twitter recently announced a number of big 2019 achievements. Early this February, it released fourth quarter 2019 earnings, revealing its first billion-dollar quarter and also saw its biggest quarter in terms of user growth, to 152 million daily activities – up 22 percent year-on-year. Over four years, the platform’s user base has grown 63 percent.

Keene puts this down to a range of product improvements within the app. Here, he explains how Twitter’s bevy of new features were developed with the purpose of connecting users more closely with their interests, and how marketers can use them to drive their content further.

At a top level we know, from research that we’ve done, that the number one reason people come to Twitter is to connect with their interests. It has been too hard in the past to connect with your interests, so we’re changing this. We’re making it much easier to find and join conversations. Importantly, we’re better organising content around topics and events.

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