Tracking Success: How Tech Companies Stay Relevant

Let’s face it: Plenty of businesses come and go every day. It is incredibly difficult to succeed in today’s fast paced world, especially when it comes to technology. New software, apps, and websites pop up every single day with the expectation of becoming the next big thing. For most, unfortunately, that dream never becomes a reality.

But what about those that do hit it big? What does it take for a new tech company to become successful, and more importantly, stay successful? In short: Innovation.

Did you know that the iOS App Store alone has over 3.2 million apps? That’s a lot of competition! Staying relevant requires constant dedication to your brand and to developing new features that will keep your audience and your users engaged.


Twitter: A Case Study

Twitter’s logo changes over the years. Image source: iMore


Ever heard of the social media platform Twitter? Of course you have. It’s an incredibly popular website and app that currently boasts 328 million monthly active users with over 500 million tweets being sent out each and every day. Did it start out as one of the leading social media platforms? Of course not.

Founded back in 2006, Twitter (formerly twttr) started out as a small “microblogging” platform. The idea was that users would send SMS messages out to small groups of people- and that is exactly how the platform functioned 11 years ago.

Fast forward to today and Twitter is practically unrecognizable from its small, text based beginnings. It has become one of the leading platforms for sharing breaking news and hosting conversations between people all over the world.

Through numerous new features that have been introduced over the years, Twitter has remained relevant and has continued to grow in size. Let’s take a look at some of the major updates that have occurred over the years. These updates include new product features, as well as updates to various branding elements such as their overall web and app design and logo design (as pictured above).


Twitter’s Timeline

  • March 21st 2006: Twitter begins and CEO Jack Dorsey sends his first tweet:


  • August 23rd, 2007: Hashtags come to Twitter
  • April 13th, 2010: Initial advertising comes to Twitter in the form of Promoted Tweets
  • December 8th, 2011: A major design change comes to Twitter, making the UX better for users and includes the Connect and Discover tabs
  • October 5th, 2012: Twitter acquires Vine and releases it in January of 2013
  • November 12th, 2014: Instant Timeline is released, a feature that shows content to new users who have not yet followed anyone. New algorithm changes also go into place to help show users tweets they are more likely to be interested in (instead of just showing all tweets in reverse chronological order)
  • January 21st, 2015: While You Were Away is released, showing users relevant tweets they are likely to be interested in that were published while the user was not using the app or website
  • February 17th, 2015: New TweetDeck feature is released called TweetDeck Team, allowing multiple users to have access to a single Twitter team account without sharing a password
  • March 9th, 2015: Twitter acquires Periscope, a live video streaming platform
  • September 30th, 2015: Twitter partners with ecommerce platforms Bigcommerce, Demandware, and Shopify to expand the use of Buy buttons on Twitter
  • October 6th, 2015: Twitter releases the Moments feature, which displays related tweets about a certain event together for people to see a quick overview
  • November 3rd, 2015: Twitter’s ‘favorite’ button becomes a ‘like’ button, with the star symbol changing to a heart symbol
  • May 24th, 2016: Photos, videos, and a user’s handle is no longer counted towards the 140-character tweet limit
  • June 24th, 2016: Twitter partners with Foursquare to present a tags feature which allows people to see tweets from a certain place
  • January 26th, 2017: Twitter launches the Explore tab, replacing the existing ‘Moments’ tab. This tab displays trending hashtags, live video streams, a search bar, and Moments

Over 11 years, Twitter has continued to innovate and release new features that keep the app relevant and useful for all users. You might think that Twitter has been the same for years, but taking a look at their timeline, you can easily see how much work was put into the social platform.

As social media evolved to become more image and video based, Twitter made sure to keep up with the changes by either acquiring relevant companies like Vine and Periscope, or by developing new features like Moments to help retain users.


Our Philosophy

How does this apply to our work here at Uhsome? We understand the need for innovation in order to stay relevant in the ever-evolving world of technology. A combination of improvements and new features are what is needed in order to achieve long term success.

Our team includes experts in app development, web design, content marketing, social media, web hosting, and so much more. We will work with you to develop your website or app, including help with designing and developing new features to share with your users.

Next week, we’ll be discussing a favorite client of ours, Math With Your Friends. Their app launched last year and several updates since then have helped the app continue to grow and succeed.

Looking to work with us? Contact us today to receive a free quote. If you want to see more of our work, you can take a look at our portfolio here.


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