What happens if Google buys Twitter?

Initially, Google would have get right of entry to to 310 million energetic users – with 44% of them (136 million) using the platform daily. this could constitute a successful return for the employer to the arena of social networks, a space where it has already failed 3 times, with Orkut, Buzz and Google+.

As Microsoft will likely do with LinkedIn, don’t forget that Google could combine its essential gear into the Twitter platform to facilitate the manufacturing and sharing of content material. In other words, YouTube, Google docs, drive, Calendar, and others would be to be had directly inside the Twitter person interface for brief get entry to.

Possibly extra full-size, but, is the ability Twitter gives to Google’s on line marketing enterprise version, where the significant majority of its revenue is generated.

The timing of the acquisition couldn’t be better
In its wonderful beyond, Twitter resisted gives from opponents like facebook and even Google. but now the marketplace is different. The 140 man or woman-confined social network is going through warmness from its investors for failing to increase the consumer base. To make matters worse, Twitter turned into recently overtaken through Snapchat in ordinary lively users (150 million versus 136 million).

Messengers like WhatsApp and fb Messenger have already passed Twitter in total number of users. To make matters worse, after announcing losses of $521 million in 2015, Twitter’s stocks fell by way of 7 percent at the start of the 12 months. So several shareholders of the organisation see a proposal from Google as a ability to recover their lost investment.

Twitter continues to be alive. For now.

Twitter has made a few adjustments to try and make bigger its consumer base. The contemporary became to ease its ancient restriction of 140 characters; this became once something considered unchangeable and a hallmark of the business enterprise.

Now, content material including polls, GIFs, hyperlinks to photographs, the cope with of the consumer being answered and videos no longer count as part of the one hundred forty characters. The same isn’t actual of outside links.

Similarly to this, the corporation has been the usage of other assets to monetize its provider higher. One is to allow its advertisers to look at an emoji despatched with the aid of customers. This facilitates companies better target its classified ads.

Twitter changes person restrict in order that photographs and people’s names don’t count in one hundred forty-individual rule

Twitter has completely modified how its person limits paintings, letting people include snap shots, videos and those’s names with out taking up area.


humans may also be able to see any tweet that consists of someone’s name at the start. previously, human beings were forced to put punctuation before the cope with to get round the rule of thumb — and if not, conversations have been saved from clogging up human beings’s timelines.

The exchange is the first in various controversial changes that the web page is rumoured to be taking in an try to improve the carrier. that would include destiny updates with a view to allow people to attach 10,000 character posts to their regular tweets.

The replace brings in other changes along with a rule that shall we people retweet and quote tweet themselves. this is supposed to let users “resurface their tweets and add new observation” in keeping with Twitter.

previously, pics and videos had been tweeted through a link, which took up a part of the enduring one hundred forty-man or woman restrict. Now, the ones will truly be connected to the publish — leaving people with a full tweet of letters to ship, despite the fact that they’re which includes four pictures.

And the @names that people use to tag different humans on the web site may be dropped from the person remember, too. the ones previously counted as normal letters.

The site stated that the move have been supposed to simplify the website online works. It has time and again been criticised for being too complicated and for putting off its new customers.

“one among the most important priorities for this 12 months is to refine our product and make it less difficult,” stated Jack Dorsey, Twitter CEO and cofounder. “we are targeted on making Twitter a whole lot less difficult and faster. this is what Twitter is brilliant at – what’s happening now, live conversation and the simplicity that we started the service with.”

but Mr Dorsey tried to meet folks that might argue that the modifications take away what’s Twitter’s most function function — its exceptionally small word restrict.

“we’re no longer giving up at the idea of Twitter being within the moment. That idea of brevity, speed and stay conversation – being capable of think about some thing and put it out to the world instantly – that is what’s most essential,” brought Dorsey. “we’re always going to search for possibilities to make Tweets plenty extra expressive, and permit people to say what they need to say. as long as matters are fast, clean, simple and expressive, we are going to study what we can do to make Twitter a higher revel in.”

The adjustments will seem across Twitter’s apps and web sites in the “coming months”, the web page said.

Why Twitter’s Rumoured 10,000 Character Limit Is a Bad Idea

Why Twitter's Rumoured 10,000 Character Limit Is a Bad Idea

Twitter is a great way to quickly share updates and links, and to catch up with things that are happening, as they happen, around the world.

That is Twitter in 140 characters. Twitter in 10,000 characters gets a little more complicated. Twitter has been facing death and naysayers almost ever since it was launched in 2006. But while Twitter hasn’t become nearly as ubiquitous as the other social network, it is far from over. The idea that tweets might not have the 140 character limit is something that seems to have hit a nerve for a lot of users, because it takes away something that was unique about Twitter.

For many people, Twitter has become an invaluable tool for work. Its real-time nature means that it has been a key platform when news events are taking place and developing. And because of the 140 character, mostly text nature of Twitter, it’s proved to be very useful when data speeds are limited or when Internet is unreliable. Twitter is where you go when you want to know what’s going on.

chennai_floods_main.jpgThis is something that gets highlighted during emergencies such as the recent Chennai floods, where the ChennaiRains.org handle was one of the most reliable and up to date sources of help and information.

For news organisations, Twitter is a great source of information, but also a place to disseminate your own reporting. Because of its open nature, sharing information on Twitter can be faster and reach a broader audience than you might expect. If something goes “viral” its reach will very quickly exceed that of your own network.

And a lot of this can be traced back to the short word limits that are enforced on Twitter. The 140-character limit is not some kind of magic number – it was first devised to fit within the constraints of an SMS message, since many at the time used SMS for receiving and posting updates. But these constraints came with some benefits that make Twitter so appealing.

twitter_without_limits.jpgFor one thing, it enforced brevity – if you have to confine yourself to 140 characters, you will perforce have to strip the message down to just the important parts. A short summary and a link, a quick update in an emergency, or a picture and a caption – these are all different ways in which Twitter can be useful, but you have to pick and choose, and this meant that communication on the platform was short and to the point.

When Twitter first launched, it was known as a micro-blogging platform, not a social network, and with good reason. The early 2000s were the era when blogging was still huge, and everyone would share their .blogspot or .wordpress URLs over email (or on a Yahoo Group) – since you know, that was still how you would tell friends about things.

Compared to long blog posts, tweets that quickly get the point across were a breath of fresh air. And we’ve learned to use a lot of workarounds to make it work even better, so you’ve got tweetstorms from people you should learn to block, screenshots of large text for people who need it, and this means that if you have to say something that’s longer than 140 characters, you can do so quite easily.

At the same time, this doesn’t affect the core functionality of Twitter, or change the way users will behave on the platform. Taking away the 140 character limit and officially supporting 10,000 character “tweets”? That’s a complete reversal of what Twitter is all about.

tweets_timeline_mockup.jpgOver the years, Twitter has brought various changes to the product, and these have rarely been met with happiness by users. Just looking at reaction on Twitter, it is clear that a vocal subset does not want the word limit to change.

Another example was taking away stars, to “favourite” a tweet, and replacing them with hearts, to “like” a tweet. It was seen as another mindless way to ape Facebook, and although it didn’t really affect the functionality of Twitter, it still bothered people.

After all, you might use the action to say you’ve seen a tweet, to say you think something is interesting, but not enough to retweet, to save something as a bookmark or revisit it later, or even to highlight something you think is stupid without calling it out (here’s a longer musing on the idea) or, just maybe, to say that you like something. Replacing all those different complex interactions with a shiny red heart and a “like” just feels like Twitter doesn’t understand how its various users see the service.

The While You Were Gone box that shows you tweets you missed since you logged in last is a good idea, in theory, but the problem is that there was already a way to see the tweets you missed when you weren’t logged in. It’s called scrolling down. Ultimately, While You Were Gone seems like a way to help us spend less time on Twitter, and it also reduces the chances of serendipitously coming across content that you would have seen if you were scrolling through your timeline. And in all this, there are rumours that Twitter might do away with its reverse chronological timeline, and offer a Facebook-like feed instead.

facebook_pixabay.jpgThere are things that Twitter could do that would appeal to the users such as letting people edit tweets – Facebook has a good solution where you can click on the tweet to see the original, so that editing tweets can’t be misused. Muting hashtags is another Twitter feature that you need a third-party client for, instead of being able to just do it from the official app. Even something as minor as fixing the DM character limit is something that Twitter took forever to do, despite the fact that DMs are kept aside and don’t affect the core Twitter experience.

Many of the changes that Twitter has made over time have been unfriendly to third party developers – they might have helped Twitter to improve and reach massive growth, but Twitter has repeatedly been limiting third party developers.

Twitter is slowly turning into a social network where you can share a dozen pictures of your dinner along with detailed descriptions, in a single album. A place where you’ll see the same albums of babies, holidays, and food when you log-in in the morning, and then again in the evening, interspersed with a few links about your favourite musician or movie star. In other words, Twitter is turning into Facebook.

The problem is that Facebook already exists, and whether you like it or not, you have to admit that Facebook does a pretty good job of being Facebook. It’s not really a replacement for Twitter though, and the same is true in reverse as well.

twitter_hearts.jpgChanging stars to hearts is a minor symptom. Dropping the character limit from tweets is a bigger one, and getting rid of the reverse chronological timeline that makes Twitter so useful is a crazy idea. Except of course that each small change brings us closer to when the crazy idea just seems like another small change.

Without a timeline that you can reliably scan through for effective information, Twitter wouldn’t be useful in emergencies such as the Chennai floods. It wouldn’t be a reliable source of news during events like the terrorist attacks in France, and it wouldn’t help people in tracking and understanding events as they unfold and develop.

Yes, there are lots of people who use Twitter just as a place to vent, to share short updates about what they had for lunch, or to tell people there is something stuck in their teeth. But it’s also become a place where meaningful conversations can take place between strangers, where you will meet and discover new people whose ideas inspire you and spark new thoughts.

Facebook on the other hand is a place that turns the gaze inwards. It’s a place where you’re surrounded by the familiar, and the comfortable. There’s a great need for both of these experiences to co-exist, and as Twitter slowly erodes its identity, it starts losing out on the things that made it appealing in the first place.

Yes, some people would like to post a 10,000 word ramble. They might even want to do so on Twitter. And there are plenty of ways to attach whatever you would like to, and share it to your followers. They could just share a link to a blog post if they wanted. But when you look at your timeline, how many people do you see that actually do this? And how many times do you feel, man, 140 characters is just too little, I wanted to write a blog post but as an attachment to a tweet.

Twitter is fast. Twitter is concise and precise. Twitter is being able to scan through a timeline and find out everything that I need to know about the world, right away. Twitter is the answer to the question, “what’s happening?” Twitter is not Facebook. At least, I hope so.

That’s Twitter in 10,000 characters. Let’s hope we can’t publish this entire article on Twitter.

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Twitter May Expand 140-Character Limit With New Product

Twitter is finally waking up to the idea that some things just cannot be summed up in 140 characters.

The micro-blogging website operator is working on a new product that will allow users to share tweets longer than 140 characters, technology website Re/code reported on Tuesday.

The company’s executives are also discussing changes to how the character limit is measured, such as excluding links and user handles from the count, the website reported, citing people familiar with the matter.

The move comes at a time when Twitter, under the stewardship of co-founder Jack Dorsey, is working hard to rekindle user growth. Twitter’s second-quarter monthly average users grew at the slowest pace since the company went public in 2013.

Several users and designers have expressed concerns as to whether Twitter should ditch its signature character limit to better compete with Facebook, where there is no limit on the length of the posts.

It’s unclear what Twitter’s new product will look like, Re/code said.

A Twitter spokeswoman declined to comment.

The company has been working on ways to make its service easier to use and entice people to spend more time with it.

It has already removed the 140-character limit from its direct messages and announced plans to let users buy goods and make political donations through tweets.

Increasing the character limit has been discussed at Twitter for years, more so in recent months under Dorsey, sources told Re/code.

Twitter shares were up 1.1 percent at $25.53 in afternoon trading on the New York Stock Exchange. Up to Monday’s close, the stock had fallen nearly 30 percent this year.

Twitter Testing New Way to Poll Users on Desktop and Mobile

Twitter is currently testing a new feature for tweets which will help users embed a poll, not relying on Cards. The new poll feature is already being rolled out to select users and it can be seen in multipletweets.

A Twitter spokesperson confirmed the feature to The Next Web, “We’re experimenting with a new way to poll users on Twitter.” The company however did not specify how the feature will work.

The official Twitter account of NBC Sports has tweeted with an embedded poll. Mike Isaac of New York Times has also tweeted a sample tweet with poll feature. One of the possibilities may be that the new native poll feature is being only tested by verified account holders, or publishers.

nbc_tweet_poll_feature.jpgTwitter earlier this month was testing new photo and video editing tools with limited users, which were mostly verified accounts. The new photo and video editing tools were tipped by several celebrities, including Taylor Swift and Pharrell Williams, with their tweets during MTV’s Video Music Awards. There was no word what are the exact tools that Twitter was currently testing but by looking at the shared images by celebrities, it looked like soon users will be able to add stickers, doodles, text, and more in images and videos before sharing them on Twitter.

Twitter last week started rolling out an update for its iOS app that added support for split-screen multitasking, which was introduced with iOS 9 for the iPad. Additionally, Twitter’s Highlights feature was available in over 35 languages, including Hindi.

CEO Search Delay Underscores Woes at Twitter

In the fast-moving world of Silicon Valley, Twitter’s search for a new chief executive is moving at a snail’s pace, raising concerns about deeper woes at the social media platform.

The San Francisco messaging platform has been searching for a new leader since Dick Costoloannounced on June 12 he was stepping down, with co-founder Jack Dorsey holding the job on an interim basis since July 1.

The unusually long search has some investors and analysts worried over the future of Twitter, which has failed to ignite the kind of growth that many had anticipated when it launched its public offering in 2013.

“It’s very disconcerting for the company to not know who’s going to be the CEO,” said Lou Kerner, partner at the venture capital firm FlightVC and founder of the Social Internet Fund.

“It’s hard to retain and attract great talent if they don’t know who they’re going to be working for. Every day that ticks by, it’s a big loss for the company.”

Over the past three months, several reports had suggested that a decision was imminent, but Twitter itself has remained mum on the subject.

The wait has created frustration for some investors.

One Twitter stakeholder, Silicon Valley venture investor Chris Sacca, has on two occasions launched “tweetstorms” to voice support for making Dorsey the permanent CEO.

“Enough is enough. The board needs to act. They are running a ‘process’ yet there is only one person fit to run this company: @jack,” Sacca tweeted on September 11.

“He has the full support of the key players at Twitter and its largest investors.”

While Dorsey would appear to be a natural choice, it is unclear if he is willing to step down from his other startup, Square, or manage to lead both companies simultaneously as the online payments firm readies its initial public offering (IPO).

List of candidates
A long list of potential CEO candidates has surfaced in media reports: Facebook’s chief operating officer Sheryl Sandberg, AOL chief Tim Armstrong, Intel president Renee James and several Google executives.

Inside the company, one frequently mentioned name is Adam Bain, who is overseeing Twitter’s effort at monetization including advertising. Another is its finance chief Anthony Noto, whose Goldman Sachs background could reassure Wall Street.

Rob Enderle, a consultant and analyst at Enderle Group, said Twitter’s needs are highly specialized, making the search complicated.

“The pool they’re pulling from is relatively shallow,” Enderle told AFP.

“They need a very unique skill set likely only found in places like Google or Facebook, and both firms have circled the wagons around the executives that might take the job.”

While Twitter may be looking for fresh ideas, hiring someone without a CEO background is a big risk for the company, according to Enderle.

Enderle said Yahoo’s decision to lure Marissa Mayer from Google to be CEO has failed to deliver the results many had hoped for and that she has become “an example of what not to do.”

Kerner said some candidates may have rejected the job because of the risks.

“It’s hard to find somebody with all the right attributes and experience, and who is ready to step into the fire,” he said.

Bold steps needed
But Kerner said Twitter needs to do something bold to avoid sinking further.

“The company has been struggling for a very long time,” he said.

“I don’t think Twitter’s problem is solved by some minor enhancements. They have got to have a significant product change. The question is how do you change the product so that it’s interesting for a billion instead of a few hundred million.”

The euphoria around Twitter has faded since its November 2013 IPO. Although it has boosted revenue and engagement, its global user base has struggled to get over 300 million, and it has never made a profit.

Twitter’s share price meanwhile has been fallen from its initial rise and has been hovering at or below its IPO level.

Some argue that Twitter may not be viable as an independent company and needs to merge or be acquired, but its hefty valuation makes that a difficult task as well.

“What they need to do is probably fold underneath another company that has a broad portfolio,” Enderle said.

“That would be the easiest fix. But it’s too expensive.”

Enderle said the only company currently capable of absorbing Twitter is Google, “but it would be a crazy purchase and there’s a chance the regulators wouldn’t approve.”

Tech Dinosaur to Twitter Superstar

Over the first two-and-a-half years of his papacy, Francis has transformed from a tech “dinosaur” into the first pope to regularly use Twitter, says Michael O’Loughlin, author of “The Tweetable Pope.”

The following is an interview with O’Loughlin about the pope’s use of technology, ahead of his visit next week to the United States, one of the most technologically advanced countries on Earth:

Q: What is the pope’s relationship with the Internet?

A: Pope Francis isn’t exactly cutting edge when it comes to tech. He called himself a “dinosaur” and he admitted he doesn’t know how to use a computer. He communicates via fax machine to his top advisors, and he hasn’t watched television since the 1990s.

Still, he has certainly embraced technology in his pontificate. He’s held a couple of Google hangouts with students from all over the world. He once called the Internet a “gift from God” and has praised its ability to form communities, while also warning his flock about the dangers that it can facilitate.

Pope Francis wants to meet people where they are and he knows that so many people are on social media. So while he might not be tapping away on the keyboard or iPad himself, he certainly knows the value of technology and has largely welcomed it into the Vatican.

Q: Is he using Twitter more than his predecessors?

A: He is the first pope to fully adopt social media. He has taken Twitter by storm. Pope Francis has tweeted nearly 700 times while Benedict XVI tweeted 39 times. He has 23 million followers (on his different language accounts combined) while Benedict XVI had three million.

There are lots of celebrities and politicians with more Twitter followers than Pope Francis, but he is becoming a superstar on Twitter. By one estimation, he is by far the most influential global leader on Twitter. This is because his followers retweet him at such a high rate.

He doesn’t tweet himself. He comes up with the idea and his team comes up with the actual tweet.

He tweets in nine languages including Arabic and Latin and he’s covered a wide range of topics, from Jesus and prayer to sports and gossip.

Some people dismiss Twitter as trivial because of the 140 character limit, but it’s actually incredibly difficult to distill thought-provoking, inspiring and challenging messages down to just a couple of phrases that people can remember. Pope Francis is a master at this, and that seems to be why his 23 million followers respond so enthusiastically.

Q: What does he say on Twitter?

A: He has lent his moral voice to a range of causes, such as campaigns to highlight Christian persecution, efforts to stop wars, calling attention to environmental degradation and more.

The pope waded into the intense debate about inequality with a tweet sent in April 2014 that said simply, “Inequality is the root of social evil.”

When the pope released his encyclical about the environment in June, he was aware that most people won’t dive into a 200-page document. So he used a “Twitterbomb,” tweeting out the highlights every hour for 24 hours. This helped his message reach more people, directly.

Twitter is a tool to get a message out, whether that message is liberal or conservative or somewhere in the middle, and Pope Francis is taking his message to where most people will hear it: online.

His tweets as a whole are complex and surprising, just like the pope himself. Francis speaks in sound-bites, by which I mean he’s able to cut to the heart of the matter and offer complex, inspiring and challenging messages that people will remember and think about.

That’s an important skill for a leader, and one that the pope has shown he uses well.

Twitter tries to lure in users as it searches for CEO

Twitter’s most urgent task is naming a new CEO. But the most formidable one is convincing more people that its service is essential, easy to use and not just meant for celebrities, 16-year-olds and news junkies.

To help with the latter, there are big promotions, such as last year’s World Cup push and this year’s expanded content and advertising deal with the NFL to help broaden its audience.

There are also smaller tweaks designed to help people find new features or take advantage of tools they might not have been aware of.

And there’s just explaining the basics.

Recently, some Twitter users got a message saying “Retweet to share what interests you with your followers.”

While elementary advice for some, the note shows Twitter is still trying to teach people how to use its service. Retweeting, in Twitter lingo, means blasting out someone else’s Twitter post to your own followers, sort of like an email forward.

Although its brand is widely known and its service boasts more than 300 million users, Twitter has been struggling to widen its appeal and its user growth has slowed down dramatically. Facebook, in comparison, has nearly 1.5 billion members.

“(We) have unbelievably high brand awareness globally,” said co-founder and interim CEO Jack Dorsey during the company’s most recent conference call to discuss its financial results. “People all over the world know of the power of Twitter, but it’s not clear why they should harness it themselves.”

With user-growth slowing, Twitter’s management has acknowledged that the service is too confusing to navigate. Finance chief Anthony Noto said the company has “not clearly communicated Twitter’s unique value” and as a result, people who don’t use Twitter continue ask why they should.

“We have not delivered on meeting the new potential users’ expectations of Twitter when they try the product,” Noto said in the July 28 call. “Simply said, the product remains too difficult to use. As Jack mentioned, we need to simplify the product so everyone can get value from Twitter faster.”

Dorsey took Twitter’s helm as interim CEO after Dick Costolo stepped down on July 1 amid criticism over Twitter’s disappointing financial performance and stock-price decline. Besides Dorsey, Adam Bain, head of revenue and partnerships, is also seen a top contender for the post of permanent CEO.

Shares of San Francisco-based Twitter Inc. rose $1.10, or 4.4 percent, to $26.13 in afternoon trading Thursday amid a broader market rally. Still, the stock is down more than 27 percent year-to-date and only slightly above the $26 price of its November 2013 initial public stock offering.

Twitter Lifts 140-Character Limit on Direct Messages Between Users

Twitter lifted its character limit Wednesday for direct messages between users, saying it would help make the private side of Twitter “more powerful and fun.”

As a result, these private messages will no longer have the 140-character limit which applies to tweets.

“You can now chat on (and on) in a single Direct Message, and likely still have some characters left over,” said product manager Sachin Agarwal in a blog post.

“While Twitter is largely a public experience, Direct Messages let you have private conversations about the memes, news, movements and events that unfold on Twitter,” Agarwal added.

“Today’s change is another big step towards making the private side of Twitter even more powerful and fun.”

twitter_dm_official.jpgFor now, the changes apply to Twitter users with Android and Apple mobile devices, online at twitter.com or on the TweetDeck application, although Agarwal said the change “will continue to roll out worldwide over the next few weeks.” Limits will still apply to those sending messages over SMS.

The move comes as the California company is seeing sluggish growth in its user base compared with other social networks and faces renewed pressure on its shares as it seeks a new chief executive.

Twitter shares were down 1.3 percent in midday trade, having recovered from last week, when they reached the lowest level since the company’s stock market debut in late 2013.

Twitter Huddles With NFL to Tackle Audience Challenge


Twitter is huddling with the National Football League as it tackles the challenge of attracting a broader audience to its short messaging service.

A two-year content and advertising deal announced Monday expands upon similar partnerships that Twitter forged with the NFL in 2013 and 2014.

The NFL plans to funnel nearly three times more content into Twitter than last year, a commitment that will include more video highlights and pictures from games in progress. Twitter, in turn, will use an automated formula to prominently display NFL tweets and related ads in the streams of accountholders likely to enjoy the information.

The NFL’s Twitter blitz will begin with Thursday’s preseason games. Financial terms of the deal weren’t disclosed. Twitter and other Internet companies typically pay their partners by giving them a percentage of ad sales made from their content.

After signing single-season contracts in 2013 and 2014, the NFL gave Twitter a vote of confidence by locking into a longer term this time around. It’s the first time any of Twitter’s roughly 200 partners have signed a multi-year contract, according to Glenn Brown, Twitter’s director of content partnerships.

(Also see:  Twitter Unveils English Premier League Emoji)

The NFL, by far the most-watched sports league in the U.S., also is relying solely on Twitter to sell all the advertising tied to the tweets from its accounts. In the previous two seasons, the ads were jointly sold by the NFL and Twitter.

The show of faith comes at a critical time for Twitter.

Although its brand is widely known and its service boasts more than 300 million users, Twitter has been struggling to widen its appeal. With user growth slowing dramatically, even Twitter’s own management recently acknowledged that the service has become too confusing to navigate. What’s more, the San Francisco company still hasn’t posted a profit.

Investors have sacked Twitter for its execution problems. The company’s stock finished last week at $27.04 (roughly Rs. 1,700), less than half its value 10 months ago and just $1.04 (roughly Rs. 66) above its initial public offering price in November 2013.

The NFL’s immense popularity could help Twitter find ways to get people to check into its service more frequently and lure visitors who might not necessarily sign into the service, but could still see ads.

Twitter plans to highlight NFL material even if users haven’t chosen to follow the league. The company does this by tracking people’s activity on the service to determine their interests. Ads featuring NFL content will be targeted using similar analytical tools.

“We know if we put content in front of the hundreds of millions of Twitter users, they will engage with the content,” predicted Vishal Shah, the NFL’s vice president of media strategy and business development.