With Twitter's quarterly earnings exceeding what was expected, he said that the revenue totalled $208 million, a 2% year-on-year increase. This has made India’s growth five times than the global average.
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Singh would be looking at an integrated business strategy and cross-functional efforts so that he can further grow India as a market in terms of audience and revenue, so that brands can ensure maximum returns for the budgets they spend on Twitter.
With India’s cost per engagement (CPE) down by 86%, advertisers are getting far more returns on their investments. The lower CPEs are a result of constant improvement on advertising products, especially videos.
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Over the last quarter, videos have shown a 43% rise in consumption.
With some key people leaving Twitter last year, there has been a need to realign responsibilities, which is being done by keeping in mind a common goal. For this purpose, several teams are built in India, like a content partnership team, a sales account management video teams, a brand strategy team etc.
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Talking of Twitter Lite for India, Singh told ETthat it would ensure that Twitter is available to anyone who uses a smartphone, so that the audience can grow in the mobile-first market that India is.
Singh said that Twitter is also working on initiatives like 'Startup India', and focuses on a younger and a far more evolved audience, aware about the world’s happenings.
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For its Indian customers, Twitter is in talks with several ministries as well, so that people can know what’s happening around them via Twitter first.
(Image source DNA)