Twitter - DAU dropped from 70% to 60%. Why?

Introduction

The sudden drop in Twitter's Daily Active Users (DAU) from 70% to 60% is a critical product success metric issue that demands immediate attention. To address this DAU problem effectively, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us dissect the problem, identify potential causes, and develop strategic solutions.

Step 1

Product Context (5 minutes)

Twitter is a microblogging and social networking platform that allows users to post and interact with short messages called "tweets." Key stakeholders include users (both content creators and consumers), advertisers, and investors. Their primary motivations are connecting with others, sharing information, and monetizing attention.

The user flow typically involves logging in, scrolling through the timeline, interacting with tweets (like, retweet, reply), and creating new tweets. Users can also explore trending topics, follow new accounts, and use direct messaging.

Twitter's broader strategy focuses on increasing user engagement, expanding its user base, and improving ad targeting to boost revenue. Competitors like Facebook and Instagram offer similar social networking features but with different content formats and user experiences.

In terms of product lifecycle, Twitter is in the maturity stage, facing challenges of user retention and growth in a saturated market.

Software-specific context:

• Platform: Web and mobile apps (iOS, Android)
• Tech stack: Ruby on Rails, React, Node.js
• Integration points: APIs for third-party developers, social media management tools
• Deployment model: Cloud-based, continuous deployment