Twitter has never had great numbers.
In Q1 of 2017, the social network had 323 million monthly active users. By Q3, the number grew to 330 million, which is sluggish for a social media giant. Twitter routinely overstated its number of active users since 2014—and while Twitter’s stock price rose in the last couple of months of 2017, it was mostly due to the company announcing the possibility of turning a profit for the first time, as well as a vote of confidence from JPMorgan.
However, the numbers were never Twitter’s biggest draw. Marketers know that Twitter’s main advantages are more about quality than quantity. They also know that it’s the best social network when they need to contact a media outlet, protect their organization’s reputation, offer customer service, or drive engagement with a promotion.