On October 28, 2022, Elon Musk acquired Twitter, an unprofitable company, for a staggering USD 44 billion. Since then, Musk has embarked on what many believe to be a rather tumultuous journey to recoup his investment. His strategies have included large-scale layoffs, unprecedented work demands of 12-hour shifts without rest days, and an attempt to monetize the platform’s coveted blue verification badge by charging USD 8 per month (approximately Rs 650).
Although the plan to charge for the blue tick has faced substantial backlash, notably due to the surge of fake accounts obtaining the ‘Verified’ badge, industry experts are concerned that Musk’s maneuvers might jeopardize Twitter’s future stability. According to Statista, as of January 2022, Twitter boasts approximately 23.6 million users in India, a significant user base but a modest contributor to the company’s global revenue. In FY21, Twitter India recorded Rs 86.39 crore in revenue, accounting for just 0.23% of its global income. Although the revenue grew by 82% in FY22 to Rs 156.75 crore, Twitter India reported a net loss of Rs 31.84 crore for the same period.
In light of the chaos surrounding Twitter and its controversial new ownership, we sought insights from Naina Redhu, purportedly India’s first Twitter user. Redhu has been on the platform for 16 years, offering a unique perspective on Twitter’s evolution and Musk’s drastic changes.
Reflecting on her early days on Twitter, Redhu shared, “I signed up in 2006 when it was still called TWTTR. At that time, I was working in Mumbai and deeply involved in the online community and blogging. India’s online space was nascent then, unlike what we saw internationally.”
Describing her initial experiences, she remembered the curiosity and the close-knit nature of the early Twitter community. “Initially, it seemed like a platform exclusively for a US audience. Most early users I observed were based in Palo Alto, California, planning meetups over coffee or pizza, and there was a sense of belonging among them that I found intriguing.”
When asked about discovering she might be the first Indian Twitter user, Redhu recounted how someone brought her attention to an article listing the first 140 Twitter sign-ups. It mentioned none with Indian names, reinforcing the belief she could indeed hold this title. She pondered on how the platform has transformed since those early days.
“One significant change was the increase in character limits from 140 to 280 characters. Initially, the challenge was to express thoughts succinctly, which has largely been diluted with the longer limit and the advent of the ‘thread system’. This shift made Twitter more like a blog.
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Redhu reminisced about the old ‘Fail Whale’ — a whimsical error message that appeared when the platform crashed, often due to overwhelming demand. “The Fail Whale is gone, which is great for performance, but it was a beloved character during Twitter’s formative years.” She lamented the loss of the community aspect of Twitter, recalling ‘Tweet-Ups’ — real-life meetups of Twitter users, a practice she feels is unlikely to return.
With Elon Musk’s acquisition, Twitter has seen a flurry of changes, including plans to charge for verification. Redhu expressed skepticism about users’ willingness to pay for the blue tick. “There were screenshots showing dual badges — the blue tick and an ‘Official’ tag. The USD 8 fee initially allowed for fewer ads and some extra features, but why would anyone pay just to see fewer ads?” she wondered.
Redhu appreciated the experimental phase Twitter is undergoing. “I loved Twitter’s early days because of the community feedback loops. Elon Musk, though polarizing, is at least attempting new things. Whether these changes will enhance the platform remains to be seen. Twitter’s blue tick has historically ensured account legitimacy. Any changes to this system must add tangible value.”
Discussing subscription models, she drew parallels with services like Netflix, asking whether Twitter’s offering would be worth the cost. “I need clarity on the future value of the blue tick. Verification has ensured authenticity, but will it serve the same purpose moving forward? Until then, I’m skeptical about paying for it.”
Addressing the broader implications of subscription-based models, Redhu felt other social platforms are unlikely to follow suit. “Instagram, for instance, already blurs the lines between ads, paid promotions, and regular posts. Twitter’s ad algorithm needs improvement. Compelling users to pay might not translate well, given these factors.”
Redhu also touched on the migration to alternative platforms like Koo or Mastodon, predicting that despite dissatisfaction, most users would stick with Twitter. “Twitter has a unique status — it was the first platform of its kind. Unless Musk fundamentally undermines its value, people will likely remain, even if moderately disgruntled.”
Finally, Redhu shared her excitement about Twitter’s highly discussed future. “This might be the most interest we’ve seen in Twitter, and I’m eager to see how Musk’s changes unfold.”
To watch the full interview with Naina Redhu, click here:
[Link to the full interview]
