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Twitter SWOT & PESTLE Analysis

ID : 52255853| Sep 2020| 15 pages


Business Sector :News and social media

Operating Geography :North America, Global

About Twitter :

Twitter is a popular social networking site created in 2006 by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams. The headquarters of the company are located in San Francisco, California. Despite being amongst the ten most visited websites in the world, Twitter has only 35 offices scattered across the globe. Multilingual facilities have made it popular and usable even for the non-English speaking population of the world, and remains part of the reason for its enormous success. Twitter offers services like live commentary, live connections and live conversations and micro blogging. It is also highly popular as a marketing and advertising tool. It has currently 319 million monthly active users. Twitter has been dubbed as being "the SMS of the Internet" in the past. It hosts conversations on a multitude of topics with politics related topics and news being the most popular.
The mission statement of Twitter reads to, “Reach the largest daily audience in the world by connecting everyone to their world via our information sharing and distribution platform products and be one of the top revenue generating Internet companies in the world.” Its vision is “ to believe in free expression and the thought that every voice has the power to impact the world.” As of September 2019, Twitter had over 46,00 full-time employees.

Twitter Revenue :

US$ 3,042 million (FY ended Dec 31st 2018) (year-on-year growth of 24.51%)
US$ 2,443 million (FY ended Dec 31st 2017)
US$2.52 billion (FY ended Dec 31st 2016)

Ownership / Major shareholders :

As of April 2018, the major shareholders of the company are as follows –
1) The Vanguard Group, Inc (7.13%)
2) Coatue Management LLC (4.66%)
3) ClearBridge Investments LLC (4.13%)
4) BlackRock Fund Advisors (3.61%)
5) Tiger Global Management LLC (1.26%)

Competitive Analysis of Twitter

The SWOT analysis for Twitter is presented below:
1. Happening service with real time information
2. Powerful and popular marketing tool
3. Strong brand image globally
4. Strong technology platform and analytical capabilities
5. Strong set of product offerings for developers and data partners
1. Partly dependent on application marketplaces and Internet search engines to drive traffic
2. Privacy concerns
3. Data driven
4. Complex model compared to peers
5. Lack of innovation leading to low retention.
1. No real competition in micro blogging
2. Extension of social media platform to e-commerce
3. Social Media capable of driving real business results
4. Subscription Service having potential to boost growth
1. Growing both direct and indirect competition
2. Regulations, privacy and the protection of user data
3. Spam and fake news menace
4. Risk from cyber-attacks and breach of confidential user data
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Detailed SWOT Analysis of Twitter



1. Happening service with real time information: Twitter has emerged as a major social networking platform. It has become a popular forum where people share about all the latest events like breaking news, sports, entertainment, politics and daily interests. A unique point about Twitter is that it showcases all sides of a story and users have the chance to join in an open conversation and watch highlights, clips, or live-streaming events. This stellar social networking service supports more than 40 languages which makes Twitter accessible to people globally. The platform can be accessed by opening the domain on almost all mobile devices through its apps Twitter for iPhone and Twitter for Android and even through SMS. There is a new paradigm shift in the consumer consumption patterns where consumer is in control of everything. Twitter streams live videos, news, opinions that are interactive and also provides information on real time basis. Hashtags are used to connect people interested in the same or similar topic within a loop. It helps people to find, follow and spread content. Many hashtags are used to spread awareness about various campaigns globally. According to a recent poll by top readers, 50% of users view Twitter as a news feed and Twitter serves multiple functions for its varied user base.

2. Powerful and popular marketing tool: Twitter has become important for business communication globally. Twitter is strongly used by businesses to spread awareness about their brands, products and promotional offers reaching their targeted audience instantaneously. Reviews about products and services are spread by consumers over the platform. It is a twin benefit tool to both businesses and consumers alike. Twitter content is not limited only to members who have created an account but can also be read by people worldwide. This is because the Twitter is a public platform. The Tweets made on the platform get rapidly distributed via over 1 million media outlets and through its many platform partners who often make the Tweets more timely, relevant and comprehensive by adding complementary and explanatory content to them. Twitter is additionally also used by the majority of important media outlets and publishers who use it as a platform for content distribution. Advertisers can also make use of the platform to launch products and services through the Promoted Products feature. Brand promotion, building connect with customers, expanding audience and creating conversations centered around advertising campaigns is also possible here which helps advertisers increase the visibility and reach of their products.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.

Major Competitors :

Major Brands :

  • Twitter
  • MoPub
  • Twitter Audience Platform

Key Business Segments / Diversification :

News social networking messaging

Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :

Open Table Preview
Business Segment
Objective/Synergy Achieved
Magic Pony Technology machine learning2016 AcquisitionThe deal was closed for $150 million and the objective was to improve its machine learning abilities and neural network development. Twitter also hoped to see an improvement in the delivery of photos and videos sent across apps
TellApartdigital advertisement 2016AcquisitionTellApart was acquired for $479 million and the revenue was improved through the use of ads that resemble tweets. User targeting across apps and desktop devices was also achieved.
Whetlabmachine learning2015AcquisitionThe amount of the deal was undisclosed but through this acquisition twitter hoped to accelerate its machine learning capabilities.
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
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Check Out Analysis of Other Relevant Companies

References used in Twitter Analysis Report

1. Twitter Annual Report 2018 -

2. Twitter Annual Report 2017 -

3. Twitter revenue 2018 -

4. Twitter Company Profile -

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Twitter SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & (2021). Twitter SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 18 Apr, 2021].

In-text: (SWOT &, 2021)

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Twitter SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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Twitter SWOT & PESTLE Analysis
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