Twitter Has A Lot To Prove This Year

It's no secret that social media site Twitter Inc (NYSE: TWTR) is entering a make-it-or-break-it year. The company has struggled to grow user numbers and increase engagement, making many skeptical of the site's long-term potential.

However, as Twitter works to reinvent itself and attract more users, many say the company couldn't have picked a better year. The site is likely to gain extra attention with the 2016 Presidential Race on tap, and the firm's focus on integrating sports news will be showcased by the upcoming 50th NFL Super Bowl game.

Trump Saves Twitter

While political campaigns typically draw users to Twitter, as the site gives both candidates and their supporters a platform to discuss the issues, this year's larger-than-life candidate Donald Trump has injected new life into the social media platform with controversial tweets that have drawn media attention to the site nearly every day.

Related Link: Twitter Up For Sale? Shares Spike Amid Report Marc Andreessen, Silver Lake "Have Considered Some Sort Of Deal"

James Cakmak, an analyst at Monness, Crespi, Hardt & Co. said Trump's tweets have become the subject of several debates, keeping the social media site in the spotlight. Not only does it draw attention to the Little Blue Bird, but Cakmak said it highlights one of Twitter's greatest strengths— giving the world unfiltered access to public figures.

The Super Bowl

This year's Super Bowl will present a unique opportunity for Twitter to showcase its latest efforts to become more of a news-media platform rather than just a social media site. The company has created a dedicated space for Super Bowl-related tweets, and the firm's live-streaming app Periscope is expected to broadcast big moments during the game.

Twitter has long been a staple during the big game as companies use hashtags to promote conversation about their Super Bowl ads and for sports fans debate the merits of each play using a dedicated game hashtag, but this year the firm will have even more to prove as Facebook Inc (NASDAQ: FB) enters the game with Sports Stadium.

Facebook will be working to become as much a part of game-time conversations as Twitter, so this year's Super Bowl showdown will be a good indicator of whether Twitter has staying power.

Image Credit: Public Domain