Twitter lightens up for emerging markets

 Twitter has launched a lighter version of its website, which will behave like the regular app

Twitter has launched a lighter version of its website, which will behave like the regular app

When Facebook launched a ‘lighter’ version of its platform in 2015, the hope was to pick up more traffic in emerging markets, where connection speeds are slower and less reliable. Now Twitter wants to do the same with a new, speedier version of its site, which it has dubbed ‘Twitter Lite’.

The site is made more zippy thanks to some tinkering behind the scenes and the addition of a data saver mode that blurs images and videos until they’re tapped. Twitter claims that by making the tweaks, the site’s data consumption has been cut by as much as 40%.

The company says it developed Twitter Lite in partnership with Google and has additional features on Android, like push notifications and the ability to add to home screen so that it behaves like a regular app.

Twitter hopes to to grow in previously untapped markets like India, Brazil and Indonesia where other platforms are more dominant. 

Starstruck works with Twitter on brand storytelling and live activations.