On October 28, 2022, Elon Musk made headlines worldwide by acquiring the then-unprofitable social media behemoth, Twitter, for a staggering USD 44 million. The acquisition, however, has turned out to be a challenge as Musk now appears to be pulling out all the stops to recuperate his substantial investment. His comprehensive strategy includes stringent employee policies, mass layoffs, and a controversial decision to monetize the platform’s previously free blue tick verification badge for USD 8 per month, equivalent to approximately Rs 650.
Although the monetization plan for the blue tick faced severe backlash due to a proliferation of fake accounts, industry experts are concerned that Musk’s series of abrupt changes could jeopardize the platform’s stability and long-term viability. According to Statista, as of January 2022, Twitter boasted around 23.6 million users in India. However, these numbers contribute a mere fraction to Twitter’s overall revenue, accounting for just 0.23% of the global revenue in FY21. While the Indian entity’s revenues rose by 82% in FY22 to Rs 156.75 crore, it still posted a net loss of Rs 31.84 crore.
Amid the whirlwind of changes and a splash of headlines dominated by Musk’s initiatives at Twitter, we reached out to Naina Redhu, arguably India’s first Twitter user, for her insights on this transformation. Now, 16 years on the platform, Naina offers us an insider’s perspective on her journey and the potential future of Twitter under Musk’s leadership.
**Initial Foray into Twitter**
Naina shares that she joined the then-emerging platform in 2006, back when it was cryptically named TWTTR. During her time in Mumbai, amidst the burgeoning blogosphere, she found herself intrigued by the digital world. “I was very curious to know what was happening as I saw people communicating on TWTTR. It seemed like a close-knit circle from Palo Alto, California, planning in-person meetups, while I was hoping for similar connections in Bombay,” she said. Her curiosity and early engagement with the medium potentially positioned her as the first Twitter user from India—a notion later reiterated by community feedback and an article citing the first 140 users on the platform.
**From 140 to 280 Characters—A Metamorphosis**
Reflecting on Twitter’s evolution, Naina believes that the shift from 140 to 280 characters diluted the platform’s essence. “The challenge and creativity required to compress thoughts into 140 characters were what made Twitter unique. With 280 characters, it has started resembling a blog more,” she remarked.
. Despite the improvements over the years, Naina nostalgically recalls features like the ‘Fail Whale’—a whimsical cartoon whale that appeared when the system crashed. Alongside these technical changes, she notes a significant loss of the organic community spirit that characterized Twitter’s early days.
**Twitter’s Communal Aspect**
In its nascent years, Twitter served as a conduit for meaningful connections and learning opportunities. Users, including Naina, enthusiastically attended ‘Tweet-Ups’—in-person gatherings of Twitter users to foster real-life connections. “The platform has slowly tilted towards more politicized and controversial content. Although not necessarily negative, this shift has overshadowed the personal, smaller community interactions that I miss,” she said.
**Blue Tick Conundrum**
The most buzz-worthy change post-Musk’s takeover has been the announcement of a paid subscription model for the blue tick verification. When asked if she believed people would subscribe, Naina expressed ambiguity, “I am awaiting clarity. The verification badge has always served as an authentication tool; moving forward, its value needs to be defined. Besides, the USD 8 fee was initially tied to Twitter Blue, which offers additional features. I cannot see myself paying just to see fewer ads, especially when ad algorithms are not finely tuned.”
**Experimentation and Future Prospects**
Naina credits the frequent experimentation and user feedback of Twitter’s early days as pivotal to its quick uptake. Regarding Musk’s approach, she acknowledges the divisive opinions surrounding him but remains tentatively optimistic, “I know that Elon is a polarizing figure, with vehement supporters and detractors. However, I appreciate his willingness to experiment and am keen to see where this leads.”
**Subscription Models and Market Impact**
Naina remains skeptical of the broader adoption of subscription models solely for ad-free experiences. Drawing parallels with platforms like Netflix providing tangible benefits, she questions the perceived value that an $8 monthly fee could bring to Twitter users. “Unless significant value is provided, unlike the ad-free experiences with Spotify or Netflix, I don’t foresee widespread subscription uptake in India,” she opined.
**Competitive Landscape**
Beyond Twitter, Naina mentioned the rise of alternative platforms like Koo and Mastodon. However, she believes these substitutes fall short of Twitter’s comprehensive offering and customer loyalty, “Competing platforms cannot rival Twitter’s early-bird advantage and its ingrained audience base. Unless Musk significantly derails Twitter, people will likely stick around.”
In conclusion, as Twitter undergoes these transformative changes under Musk’s leadership, early adopters like Naina Redhu look on with a blend of nostalgia and cautious optimism, awaiting to see the future trajectory of the platform.
For the complete interview and an in-depth discussion, watch the full interview here:
