current position：Home>Musk set three fires on Twitter's "cigarette butt"
Musk set three fires on Twitter's "cigarette butt"
Alphabet | source
Wei Yuqi | author
No secondary reprint is provided
stay Twitter The Board agreed “ prostitution ” after , tesla CEO Musk distance into the master Twitter Only one step away . Although the journey of pursuing love has not been settled yet , Musk has drawn “ Big cake ”, Start giving Twitter Point out the direction .
5 month 7 Japan , According to the 《 The New York times 》 reports , Musk is seeking investor support , by 440 US $100 million acquisition Twitter Fund raising . He declared in a fundraising material that , He can be in 2028 The year will be Twitter Revenue increased to 264 Billion dollars , comparison 2020 About 51 Billion dollars 4 More than double .
Part of this revenue will come from advertising . Musk told investors ,2028 year Twitter Advertising revenue will increase to 120 Billion dollars , But the proportion will change from 2020 About 90% drop to 45%.
On the other hand , Musk also intends to pay for membership services Twitter Blue Create a second growth curve ,2028 This part of the income will reach 100 Billion dollars . He expects , The number of users of this service is 2025 The years will reach 6900 ten thousand .
Besides , Musk also plans to expand Twitter The payment business of . at present ,Twitter Our payment business is mainly tips and shopping , Small enough to be negligible ;2028 This part of revenue will grow to about 13 Billion dollars .
Musk estimates ,2028 year ,Twitter The average revenue per user is expected to rise from 2020 Year of 24.83 Increase the dollar to 30.22 dollar .
According to people familiar with the matter , Musk declared to investors , If investors support his acquisition of twitter , He will be very confident that they will get 2~3 Times the return on investment ; If everything goes well , It is possible to obtain 5~10 Times the return on investment .
Besides , According to the 《 The New York times 》 reports , Musk's roadshow to investors , The signal of downsizing has been released .
Musk predicted in the roadshow , To 2025 in , Twitter will have 11072 Employees , About... More than the current one 7500 Human growth 3600 people . however , This is not to say Twitter Will continue to expand enrollment , But first 2022 Increased to 9225 people , And then 2023 Annual decline 8332 people , And then add .
In order to achieve the above objectives , Musk is already working for Twitter Make a reform plan , It can be summarized as ： Back to the mainstream 、 Improve products and get rid of advertising dependence .
5 month 2 Japan , Musk shows up 2022 New York Metropolitan Museum charity dinner , Asked about Twitter When you have any plans for your future , He expressed the hope that Twitter from “ niche ” Make into “ Main stream ”, Become as “ inclusive ” Media platform .
Musk further explained , His goal is to pass Twitter Achieve all goals , That is to provide a service that is as inclusive as possible .“ Ideally , Most Americans will use Twitter Chat .”
For what is tolerance , Musk had tried to demonstrate . stay Twitter After announcing the acceptance of the transaction , He tweeted that ,“ I hope those who criticize me most severely can also stay here Twitter On , Because that's what freedom of speech means .”
Besides , Once again, he emphasized the elimination of robots 、 Fishing and other fraud issues ,“ We don't want people to be cheated of property on this platform .” Musk said .
Twitter Deficiencies in products have always been Musk's focus . before , He also voted on whether the Edit button should be added .
Even though Twitter In terms of capital market and users, it is regarded as a thing of the past , But from Musk's operation ,Twitter It's in his eyes “ Buttstock ”, And he's already on this “ Buttstock ” Prepared three fires .
For the purpose , Musk could become Twitter The temporary leader of . American television media David Faber Recent forecast , At the completion of 440 After a $billion deal , Musk will temporarily serve as Twitter CEO For months .
however ,Twitter As an antique product in the era of graphic Internet , It has been defeated in the wave of video , Not only by Meta Under his command Facebook、Instagram Wait far behind , It is completely powerless to resist TikTok Such a rising star . When musk became the new helmsman , Want to make... In a short time Twitter It's not easy to recreate the glory of that year .
《 The New Yorker 》 The magazine once pointed out in an article that ,Twitter The current situation can be used “ Dysfunction ” To describe ： Product progress can't keep up with Facebook、TikTok Other competitors , Feature updates are also extremely unstable , Always refuse to provide the functions users want , This leads to poor reputation of users .
These problems , Musk proposed some new features , Hope to attract users .
As early as 4 At the beginning of , Musk is Twitter A vote was launched on whether to add an edit button ,“yes” With more than 75% The number of votes won .
all the time ,Twitter There are no edit buttons , If the user finds that the information is wrong after publishing the information , The only thing you can do is send another tweet to correct . After musk pushed ,Twitter The editing function has been tested .
Besides , Musk also said he would resolutely crack down on robots , And open source the algorithm , So as to improve users' understanding of Twitter The trust of the .
Yes Twitter Transformation of business model , It was Musk's last fire . He said recently Twitter It may be to the government 、 Enterprise users charge .
Actually ,Twitter Has launched a subscription service , be known as Twitter blue, After opening the service , Users can collect their favorite tweets , And classify and mark , The price is... Per month 2.99 dollar .
Analogy to the long video industry , After opening a member, there is still the operation of exclusive member advertising , It will not only make the member service itself unattractive , It will also affect the relevant businesses of the platform . After musk became a major shareholder , Yes Twitter blue It is proposed to reduce the rate 、 The suggestion to cancel the advertisement . This shows that , He intends to fundamentally solve Twitter The problem of relying too much on advertising business , And then change Twitter Business model of .
at present ,Twitter The commercial value of has been greatly reduced compared with the time of listing . As user growth stagnates , as well as Tik Tok Such as the rapid growth of short video platforms ,Twitter Advertising revenue is under pressure .
Consultancy, Insider Intelligence expect ,TikTok 2022 The annual advertising revenue may be 2021 Twice as many years , achieve 110 Billion dollars .
by comparison ,Twitter Last year's revenue was 51 Billion dollars , Basic and TikTok flat ; But considering that its growth rate is much lower than TikTok, This year is likely to be left far behind by the latter . Musk wants to achieve revenue 6 Year over year 4 Times the goal , It's quite difficult .
Musk wants Twitter from “ niche ” change “ Main stream ”, Even let most Americans use Twitter Chat , This is by no means an easy task .
User side , Twitter has stalled in growth ,MAU（ Monthly active users ） Since falling below 3 After billion , So far, it has not risen back .2021 year ,Twitter Of MAU achieve 2.29 Billion ; Even if you don't have the advantage of socializing with acquaintances Meta comparison , This score is not good .
On the other hand , According to the TikTok last year 9 Monthly data , Its MAU Has more than 10 Billion ; Industry organizations Business of App This figure is expected to reach... By the end of the year 15 Billion . Of these two families MAU All over Twitter More than one body position , and TikTok Still maintaining faster growth .
Even Weibo, which focuses on the Chinese market , Its user scale is also higher than Twitter. at present , Microblogging MAU Has more than 5 Billion .
Twitter The current situation , Essentially with Founder jack · Dorsey served again seven years ago CEO It was the same , And the problem is more serious than ever .
Dorsey 2015 When we returned in , There are two difficult problems in front of him .
The first is Twitter Activity declines , This is not related to the poor community environment 、 Zombie 、 Full of lies 、 violence 、 Political manipulation is directly related to .
The second is to promote commercialization to a higher level , To achieve stable profits , And change Twitter Dependence on advertising , Meet the interests of shareholders .
at that time ,Twitter Has shown signs of fatigue .Facebook The scale of advertising realized in that year has exceeded 170 Billion dollars , and Twitter There is a growing gap with the former , Not only is the scale of revenue less than a fraction of the former , And still losing money .
Regarding this , Dorsey had a deep experience ,“ We have to make a very difficult restructuring of the company .”
The goal of Dorsey's second return is to solve the above two problems , And then help Twitter A new lease on life . However , until 2021 year 11 Dorsey leaves office in June CEO,Twitter It still fails to solve the problems of stagnant user growth and advertising dependence .
For commercialization , Musk also put forward targeted measures . From Musk's statement , Although he “ Hate ” advertisement , But I'm not going to let Twitter Give up advertising . While reducing the dependence on advertising business , Develop subscription service business and payment business .
by comparison , Musk's goal is bigger , It's more difficult . He not only has to reactivate the old Twitter, And let Twitter Become more “ Main stream ”, Deeper involvement in the social industry , expand Twitter The influence of .
Musk's three fires haven't really lit yet , But it has attracted employees and Twitter Advertisers' concerns .
Many employees questioned the top management of the company , Once the company is acquired , How to preserve the company culture . Some employees suspect that the company will completely violate their values , Even become Musk's “ captive ”.
According to the 《 Washington post 》 reports , There are parts Twitter The acquisition of Musk by employees “ Shocked and frustrated ”, Some employees even said they were shocked beyond words .
Twitter The concerns of employees are not unreasonable .
A person familiar with the matter said , As part of the acquisition , Musk may cut jobs , Then introduce new engineering talents . To 2028 in , Twitter equity incentive spending will also increase from 2022 Year of 9.14 US $billion rose to slightly higher than 30 Billion dollars .
On the other hand , Advertisers worry that as musk relaxes the regulation of content , Your own ads will appear in controversial posts .
Their concerns coincide with Twitter The current problems are closely related , Musk is like Dorsey , Must find a balance in it . It means , Although musk has his own goal , But we must make some compromises after joining the master , This is bound to weaken Musk's understanding of Twitter The stimulating effect of .
Compared with the concerns of employees and customers , Social media “ value ” Is it as big as you think , It's also a question that goes straight to the essence .
Whether musk or anyone else , Look ahead Twitter The reason is that it has the leading position of social media , Have great influence , There is value potential .
One side , The public domain attribute of social media , It's fermenting 、 It has natural advantages in guiding public opinion . Domestic microblogs are calculated according to the size of users , Distance byte 、 tencent 、 The gap between the three giants of Alibaba is obvious , It can only be regarded as a second-line Internet platform ; But it's entertaining 、 Played the role of the center of public opinion in social events . Its public opinion value can be seen .
Twitter Content attributes of more meta , It also reflects the great influence of public opinion in political events . For example, former US President trump , He often passed before he was sealed Twitter To influence the direction of public opinion .
However ,Twitter Whether our influence can be translated into real income and profits , Put a big question mark on it . last year 51 $100 million in revenue , It's just like Facebook parent company Meta Of 1179 Billion dollars in revenue 4%.
Musk hasn't officially taken over yet Twitter, Many reform plans have been offered , It's quite a big fight . He also said this morning , If the acquisition is successful, the company will focus on core software engineering 、 Design 、 Information security and server hardware .
meanwhile , He also responded to questions about whether he had excellent software skills , He said that software managers must write good software .“ Or you won't ride like a cavalry captain ！”
However , Judging from his prescription , Most of them are difficult to achieve quick results 、 as the medicine took effect , the symptoms lessened ; and “ Return to the mainstream ” Such a goal is not only difficult , And it is contrary to the trend of the whole Internet from graphic to video era .
This may indicate , Even better than musk , It's hard to avoid something powerful that can't be caught . Musk's previous trading company , Whether it's Tesla 、SpaceX still SolarCity etc. , The scale of its end users is millions , At least dozens ; but Twitter It's a product used by hundreds of millions of people every day , Its governance is obviously very different from managing factories and supply chains .
Twitter Though small , Five zang organs . Facing this old and lonely social media , Believe in first principles and “ Do wonders vigorously ” Musk wants to turn corruption into magic , Not at all “ SanBanFu ” You can get . How to meet the demands of users 、 Establish a new balance between platform atmosphere and commercial realization , The long-term test of Musk's ability to manage large communities .
author[TechWeb],Please bring the original link to reprint, thank you.
The sidebar is recommended
- Which major is the "three rural" Shenyang Tiktok short video operation company?
- Which specialty of Xi'an Tiktok short video operation company of food category?
- Clion announces the latest development roadmap
- Microsoft metauniverse may be based on Web
- Young people who choose to live in a 10 ㎡ RV
- Tax friend shares lost Dongfeng, and there was no leader in fiscal and tax SaaS
- Samsung Galaxy Z fold 4, Z flip 4 and watch 5 batteries appeared in BIS, the Indian regulator
- Why do more and more online stores choose customer service outsourcing? Is it better to hire customer service or outsource customer service?
- Outsourcing "demonized"? Should programmers consider outsourcing companies?
- 5300 fruit shops, supporting an IPO
guess what you like
Ranking of top ten cities with new energy vehicle sales in 2022q1: BYD ranks first among all cities
Buffett's strongest interpretation: the best way to get rich is to get rich slowly
Under the tide of transformation and drama making, did the film company make money?
[prize collection] my dialogue with my mother's soul | the daily life of empty nest youth
PC parts manufacturers: customer orders will not decrease during the period of epidemic prevention and control in China
The BBC announced that it will hold its first game music theme concert this year
Hard to quit personalized recommendation: every "guess you like" is "peeping" into your life
IC insights: Global Semiconductor R & D expenditure will continue to grow by 9% in 2022, breaking the record again
24 platforms and enterprises were administratively punished. Shanghai Police strengthened the source control of distribution and delivery business
[retail circulation weekly report] eight retail circulation stocks were listed in the "pre delisting" list by the SEC; Baiguoyuan and Hongjiu fruits hit the "first share of fruit retail"; Suning Tesco was "ST"
- When "funny girl" becomes a career
- 21 animation companies, 5 with revenues of more than 100 million and 15 with revenues of more than 10 million
- Five oligarchs "separatist" chip design
- Mercedes Benz will start selling L3 level auto drive system
- Musk "painted a big cake" for Twitter: the revenue increased fourfold in seven years, and the user scale exceeded 900 million
- When the reservoir is opened, the "water group" of it home receives guests!
- PC parts manufacturers: during the period of epidemic control in China, customer orders will not decrease, but they cannot be fulfilled normally
- IC insights: Global Semiconductor R & D expenditure will continue to grow by 9% in 2022, breaking the record again
- After half an hour, I don't want to go to department stores to buy beauty makeup. The reason is not just the price
- From what aspects can OA system help enterprises?
- Be able to write and carry e-books. New products can be big or small
- How much money has Shen NANPENG made from meituan in the past five years?
- Which video editing software is easy to use on the computer
- No matter how many computers you have, you are reluctant to uninstall the three high-quality software. It is recommended to collect and use them
- Pure bookkeeping app v3 5.0 Google play is purely ad free lightweight billing software
- What are the translation tools and software? Only these are recommended
- The list of major projects in Shenzhen in 2022 was announced, and two major projects of SMIC were listed
- Webcast license revoked
- CEO of dragnet: the Internet dividend has reached the top. It's spoiled that employees in large factories are laid off and paid high salaries
- The loss of $183 million a day this year is one of the worst losses in hedge fund history, and the famous Tiger Fund has fallen?
- Foreign venture capital news | food technology start-up "mooji meats" raised a new round of US $3 million to produce artificial meat using 3D printing technology
- The value of crayfish plummeted, and the wholesale price of a kilogram was less than 20 yuan
- Jining development training program
- Which major does the lawyer's personal IP build Tiktok short video company in Hubei
- Which is the major of Tiktok short video operation company in the sports industry
- Fitness center Xi'an Tiktok short video shooting operation company which is the major
- Netease cloud music officially released the k-song app "music street" and invested 200 million to support music stars
- Jimi h3s experience: a private theater you can enjoy at home
- Which is the major of Tiktok short video production company in Tianjin?
- 5g "cloud" life
- What if the win11 store cannot load the page?
- Last night, it ushered in the largest IPO of US stock medical this year, which fell on the ophthalmology track
- Is it good to belittle yourself?
- Krypton evening news tiktok has obtained the anti fraud certification of tag, an advertising self regulatory organization; Peter, chief financial officer of BMW Group: China will maintain the world's largest new energy vehicle market in the next few years
- Singles exclusive benefits 360 search unveils the mystery of "black Valentine's Day"
- 5g RF manufacturer Fuman micro: at present, the company's wafer capacity is still in short supply
- China Telecom's "SIM digital ID card" was officially launched
- Lixun precision: East China factory is now in the process of orderly resumption of work and production
- 13 years of Alibaba e-commerce: Zhang Yong's merits and demerits
- Authoritative express ｜ new quantum computing software released an important step in the combination of domestic quantum computing software and hardware