2019 Vault Rankings
At a Glance
Good compensation and benefits
Collaborative and positive work environment
Growing pains as the firm transitions from start-up to corporate environment
Uncertainty over how the firm's ability to generate revenue
Twitter has a reputation for being a great employer, and is undoubtedly one of the most sought-after résumé names out there.
About Twitter, Inc.
We should describe Twitter in 280 characters, but we'll probably use more. That's the number of letters (and spaces) the social media platform's users have to express themselves in each tweet. Millions of people around the world use Twitter, many of them posting multiple tweets a day from PCs, smartphones, tablets, and other mobile devices. The service has become a key real-time communication platform as major events unfold around the world. Twitter claims more than 320 million monthly users worldwide. The US is its largest market, accounting for more than half of the company's revenues. It makes most of its money from advertisers trying to reach those users.
Twitter generates more than 85% of its revenue from the sale of advertising (mostly from mobile advertising), with the remaining 15% coming from data licensing arrangements.
The company's advertising revenue comes from three streams: promoted tweets, promoted accounts, and promoted trends. Most advertising is sold on a pay-for-performance basis, which means advertisers are only charged when a user engages with their ad.
Twitter's Periscope is a mobile application that lets anyone broadcast and watch video live with others. MoPub is a mobile-focused advertising exchange, which combines ad serving, ad network mediation and a real-time bidding exchange into one comprehensive monetization platform. The Twitter Audience Platform is an advertising offering that enables advertisers to extend their advertising campaigns with Twitter Promoted Products to audiences off Twitter while retaining access to Twitter's measurement, targeting, and creative tools.
Marketers and investors clamoring for data they can analyze for insight into news events and trends is driving demand for the company's data licensing business. Twitter's data products and services offer data sets and data enrichments that give developers and businesses deeper insight into the public content posted on Twitter. The company also offers subscription access to public data feed for partners who wish to access data beyond the public API, which offers a limited amount of public data for free.
For developers, the company provides a set of tools, public APIs, and embeddable widgets that can be used to contribute their content to Twitter, as well as distribute Twitter content across their properties.
Twitter's headquarters is in San Francisco, California. It has more than 35 offices worldwide.
The US is the company's largest market, accounting for around 55% of revenue, while Japan supplies about 15%. The remainder comes from other international markets.
Sales and Marketing
Twitter maintains a global sales force and sales support staff. The company has focused its international spending on sales support and marketing activities in specific countries.
The company has a Promoted Products Segments which enable advertisers to promote their brands, products, and services; amplify their visibility and reach; and extend the conversation around their advertising campaigns.
Advertising expenses were $78.1 million, $70.2 million, and $114.3 million in 2018, 2017, and 2016, respectively.
Except for 2017, when the company shut down its TellApart ad business, Twitter's revenue has increased over the past five years. It reported its first full year of profitability in 2018.
In 2018, Twitter's annual revenue rose to $3.04 billion, up 24.5% from the prior year. The growth was primarily driven by advertising revenue, which increased significantly after a disappointing 2017, when it was hurt by rising competition from Facebook and LinkedIn. mDAUs, or monetizable daily active users — a key metric for the company that represents users who are logged in and able to see ads — grew throughout 2018, from 120 million to 126 million.
Twitter reported net income of $1.2 billion, up from a loss of $108 million in 2017. The company enjoyed growth in revenues across the board in 2018 as advertisers responded well to the company's attempts to increase civil discourse on the platform.
Cash at the end of 2018 was $6.2 million. Cash from operations contributed $1.3 billion to the coffers, while investing activities used $2 billion, primarily for property and equipment, including purchases of servers and networking equipment. Financing activities provided $978 million.
Twitter has come under attack for its role in spreading misinformation around the world and enabling fake accounts, trolls, and bullies. It has been busy making changes out of concern that negative content posted on the platform was driving people away. In 2018 CEO and co-founder Jack Dorsey Tweeted, "We're committing Twitter to help increase the collective health, openness, and civility of public conversation, and to hold ourselves publicly accountable towards progress."
The company took specific actions towards these ends in 2018, including strengthening account security, updating rules to more clearly address specific types of hateful conduct, and making it easier to see when a Tweet is removed for breaking rules. It also adopted a process of taking new behavior-based signals into account when presenting and organizing Tweets, and improved machine learning to make it harder for malicious accounts to manipulate the service through multiple accounts and evading suspension. These efforts resulted in the suspension of millions of spam and suspicious accounts.
To grow revenue, Twitter is focused on improving advertising offerings through better performance and measurement; tapping into new channels of demand (such as online video); and introducing new ways to buy ads on Twitter. It is also taking steps to grow its data licensing revenue, which earns money from businesses seeking additional information about Tweets.
Twitter was established in 2006 by a group of co-founders including Jack Dorsey, Noah Glass, Evan Williams, Florian Webb, and Christopher "Biz" Stone. The concept began as a project at Odeo, a tech startup founded by ex-Google employees. It was originally imagined as an SMS-based communications platform called Twttr. Users would text a brief message to one number and it would be broadcasted out to all of your friends.
Twitter became a huge hit in the spring of 2007, when it took over the SXSW Interactive conference in Austin and was catapulted into the national consciousness. It filed an IPO in 2013, when it announced the filing of its S-1 with a Tweet of its own.
1355 MARKET ST STE 900
San Francisco, CA 94103-1337
Phone: 1 (415) 222-9670
Employer Type: Publicly Owned
Stock Symbol: TWTR
Stock Exchange: , NYSE
CEO and Director: Jack Dorsey
Chairman: Omid R. Kordestani
Sr Client Partner, Tech And Telco: Amy Sabol
Employees (This Location): 12
Employees (All Locations): 3,920