According to Bloomberg, Twitter is diverting personnel away from significant consumer-facing services like audio Spaces, groups, and newsletters in order to refocus their efforts on user growth and personalisation. The moves come as Elon Musk’s planned takeover casts a pall over the company’s every action — and just weeks after Twitter CEO Parag Agrawal declared a hiring freeze and removed both the company’s consumer product chief Kayvon Beykpour and the sales leader, Bruce Falck. According to Bloomberg, some of Twitter’s reorganization is taking place under the leadership of Jay Sullivan, the new head of product and temporary head of revenue.
“We are making some improvements to our consumer product team structure and roadmap to better focus on the areas that will have the biggest beneficial influence on the public discourse,” a Twitter representative told Bloomberg, without elaborating on the changes. Last year, when Beykpour spoke with us on the Decoder show, Twitter appeared poised to take on Substack, Clubhouse, and Patreon. In such areas, it also faced competition from other businesses such as Facebook at the time. However, a year later, Meta’s newsletter statistics are disappointing, and the company has abandoned plans to develop a variety of audio capabilities.
The edit button, which was introduced earlier this year, is the only Twitter feature identified by Bloomberg that is clearly still in the works. The report states it would enable modifications within a specified time period of the initial post and provide a tweet’s revision history, which is consistent with what Jane Manchun Wong discovered about its experiments.
Twitter declared an expiration date for TweetDeck for Mac earlier today, however it’s unclear whether this has anything to do with the reshuffle. Expanding testing of the Twitter Circles tool, which takes a leaf from Instagram’s Close Friends playbook, and its Birdwatch fact-checking setup are two areas where we’ve seen continuous development that might register as having “good influence to the public discourse.”