02 Twitter第二季度营收增长74%
得益于广告业务的改进，Twitter第二季度营收同比增长74%，至11.9亿美元。该公司计划再次推出“一键购买”功能。
全文共516个词, By Hannah Murphy in San Francisco
Twitter’s revamp of its advertising offering bore fruit in the second quarter as it reported a sharp jump in revenue and signalled plans to build out its ecommerce capabilities.
Twitter对广告业务的改良在第二季度取得了丰硕成果。该公司报告营收大幅增长，并表示计划加强其电商功能。
In a letter to shareholders, Twitter cited “revenue product improvements, strong sales execution and a broad increase in advertiser demand” as primary drivers of a 74 per cent year-on-year rise in revenue to $1.19bn during the second quarter. This surpassed consensus expectations of $1.06bn.
在一封致股东的信中，Twitter表示，“营收产品的改善、强劲的销售执行以及广告客户需求的广泛增长”是推动该公司第二季度营收同比增长74%，至11.9亿美元的主要因素。这一数字高于10.6亿美元的一致预期。
The company recently overhauled its offering to advertisers in an effort to improve its targeting capabilities and make it simpler for smaller businesses to run campaigns. User engagement with adverts rose 32 per cent, while cost-per-engagement rose 42 per cent year over-year, it added.
该公司最近对面向广告客户的服务进行了全面调整，以提高其定向能力，使小型企业更容易开展广告活动。Twitter补充称，用户对广告的参与度同比上升32%，而平均每次参与成本同比上涨42%。
In an interview with the Financial Times, Ned Segal, chief financial officer, said the company wanted to facilitate more online shopping on the platform, as rivals Facebook and TikTok boost investment in the space.
Twitter首席财务官内德·西格尔（Ned Segal）接受英国《金融时报》采访时表示，该公司希望为该平台的更多网购提供便利。Twitter的竞争对手Facebook和TikTok都加大了这个领域的投资。
Twitter plans to introduce a “buy button” to adverts in the future, he said, so that users can buy things directly on the platform without leaving. Business profiles on Twitter would also be able to have a “buy button” on them, he added. The company had previously offered a buy button but dropped it in 2017 after it failed to gain traction.
他表示，Twitter计划未来推出广告商品“一键购买”的功能，这样用户就可以直接在该平台购物，而无需离开。他补充称，平台上的企业介绍也将增加“购买键”。该公司此前曾推出“一键购买”功能，但因未能吸引注意力于2017年取消。
“We will continue to work to make sure that we can help clear transactions, whether they are across borders or within the same geography, reducing the friction as much as possible,”he said. “Commerce is an important part of our long-term strategy.”
“我们将继续努力，确保我们能够帮助结算交易——无论是跨境交易还是在同一地区内的交易——尽可能减少摩擦。”他说，“商业是我们长期战略中的一个重要组成部分。”
Twitter shares rose nearly 5 per cent in after-hours trading following the earnings release.
财报公布后，Twitter股价在盘后交易中上涨近5%。
Twitter’s monetisable daily active users — a homegrown metric that counts the number of logged-in users to whom the platform shows advertising — rose 11 per cent year-on year to 206m, in line with analyst expectations.
Twitter可货币化日活用户数量——其自创指标，计算可以看到该平台广告的登录用户数量——同比增长11%，至2.06亿，符合分析师的预期。
However, Twitter’s user numbers in the US fell by 1m since the first quarter, to 37m, which Segal attributed to a calmer news cycle and people emerging from lockdowns, among other factors.
然而，自第一季度以来，Twitter的美国用户数量减少100万，至3700万。西格尔将这归因于新闻周期趋于平静以及各地解除封锁等因素。
After missing user growth expectations in the two previous quarters, the company focused on better retaining users through its new Topics feature, which helps users quickly find content to follow in line with their interests. “We continue to improve notifications and relevance of what people see on timeline,” Segal said.
前两个季度未能达到用户数量增长预期后，该公司着重于通过新的“话题”功能更好地留住用户，该功能可以帮助用户快速找到符合他们兴趣的内容。西格尔说：“我们将继续改善通知功能和用户在时间轴上看到的内容的相关性。”
Twitter has forecast third-quarter revenue between $1.22bn and $1.3bn, above current analyst estimates of $1.17bn, according to S&P Capital IQ.
根据标普资本智商（S&P Capital IQ）的数据，Twitte预测第三季度营收在12.2亿美元至13亿美元之间，高于分析师目前预计的11.7亿美元。
The company has also been developing a number of other features, including tools for tipping or subscribing to content creators, in a bid to grow engagement and diversify revenue beyond advertising.
该公司还在开发一系列其他功能，包括打赏或订阅内容创作者，以提高用户参与，开辟广告以外的营收来源。
It now expects headcount and expenses to grow at least 30 per cent for the full year, an increase from the 25 per cent guidance it gave the previous quarter.
Twitter目前预计，其全年员工数量和支出将至少增长30%，而上一季度预计这个数字为25%。
Separately on Thursday, Snap also posted bumper quarterly results, with sales jumping 116 per cent year-over-year to $982m, well above analyst expectations of an increase to$846.67m. It has also been building out its ecommerce capabilities, focusing on using augmented reality to allow users to try out outfits online before purchase.
另外，Snap周四也发布了强劲的季度业绩，销售额同比跃升116%，至9.82亿美元，远高于分析师预期的8.4667亿美元。该公司也在打造自己的电商功能，着重于利用增强现实（AR）让用户在购买前在线试穿服装。