Twitter India has made a valiant effort to engage users more on the platform. That has also been helped by the fact that politicians, sports stars, and Bollywood artists have made use of the site to connect with people. The social network has introduced India specific hashflags, features and Q&A with celebrities.
"Twitter is changing the way companies and individuals engage with their constituents. How CEOs engage with customers, investors, employees, suppliers, and partners. In India, leaders understand that. This is a country with the savviest leaders in the world," said Rao in an interview with ET.
"Twitter has become a rich media platform, and video has become the central tool. Whether it's Periscope , Vine or Twitter itself, we have become the home of live videos. When something is happening in the world, people want to express their views about it using video on Twitter," he added.
The social network also offers full support for six Indian languages including Hindi, Bengali, Gujarati, Kannada, Marathi, and Tamil. According to a report in Business Today, Twitter has almost 23 million users in India out of their 310 million users globally.
"The Prime Minister's Office has been extremely strategic and savvy in recognising that, and that's why they're so good on Twitter. Whether it's a conglomerate leader like Anand Mahindra, a government leader like Modi and his office, or startup and e-commerce founders like Sachin Bansal or Kunal Bahl, they're extraordinary on Twitter. That's an indication of why India has been such a growth market for us. Even cricket personalities or actors like Priyanka Chopra, Deepika Padukone or Shah Rukh Khan, their presence is global," said Rao.
Twitter's global results were very disappointing this quarter. The platform's active users just grew by 3%. User growth in the US has been stalled since almost a year. The revenue grew by 36% compared to the previous year but it fell short of the analyst expectations. Now Twitter is betting high on the live video bandwagon led by Periscope to enhance their user growth.