This Week in Startups Launching Twitter Blue with Twitter’s Head of Product Kayvon Beykpour | E1225
Jun 3, 2021
Kayvon Beykpour, former Head of Product at Twitter, dives into the exciting evolution of Twitter's product strategy. He reveals how structural changes boosted product velocity and discusses the launch of Twitter Blue, highlighting user feedback. The conversation explores the distinct engagement patterns of 'composers' and 'consumers' while emphasizing the importance of personalized experiences for content creators. Beykpour also tackles the balance between community standards and freedom of speech, showcasing Twitter’s commitment to enhancing user interactions.
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Twitter's Slow and Steady Approach
- Twitter's product evolution was slow due to leadership churn and a focus on refining core features.
- This refinement, while not visible, led to a return to user growth by improving content recommendations.
User Segmentation at Twitter
- Twitter categorizes users as "composers" or "consumers" based on content creation.
- They also classify users by activity level to analyze feature performance across cohorts.
Strategic Rocks at Twitter
- Twitter prioritizes health, interests, and creator empowerment in its product strategy.
- Health focuses on safety and trust, while interests connect users with relevant content and communities.