As Twitter Turns 10, How Can It Convince Young Users to Show Up to the Party?

Its future depends on Gen Y and Z


Twitter­ is not dead, and this is not its eulogy. Enough of those have been written already. Rather, it is a diagnosis of where the company is and where it's headed on this, its 10th birthday—and what advertisers think of it.

In 140 characters or less, Twitter is the playful bluebird/social media monster that changed how we talk to one another—and even sparked a literal revolution or two. At this milestone, the social network that made "tweeting" part of our global vocabulary and culture would seem to have plenty to celebrate, boasting 320 million monthly users, a billion-dollar ad business and celebrity devotees from President Barack Obama to Katy Perry.

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