Brian Wieser: Twitter Needs To Do More To Increase User Appeal

Brian Wieser of Pivotal Research Group was a recent guest on CNBC to discuss Twitter Inc TWTR's Q1 results, which are scheduled to be released after Tuesday's market close.

Twitter needs to "articulate its story" moving forward and how it is differentiating itself from competitors.

Wieser said Twitter's product isn't necessarily unique and doesn't appeal to everyone. In fact, he said "Twitter has never been for everyone" and the company should focus on making changes that expands its appeal to users but still keeps its core characteristics.

Wieser remains "optimistic about Twitter as an advertising platform" but added that management and investors have made the "mistake" of thinking Twitter's platform could rival that of Facebook Inc FB.

"The thing that Twitter has done and I don't think they get enough credit for is how they have commercialized the platform," Wieser said. "Monetizing and turning it into a successful product - that is not easy to do."

When asked to describe if there is room for Twitter to compete against Facebook, Instagram and Snapchat, the analyst suggested Twitter is more advanced than Snapchat while Instagram's sudden rise in popularity as an advertising platform is attributed to being part of the Facebook organization.

Wieser suggested investors aren't fully appreciating Twitter's recent deal with the National Football League to stream games.

Finally, when asked what is the single most important number the analyst will be looking for in Twitter's print, he answered "revenue growth."

Shares of Twitter were trading higher by more than 4 percent early Tuesday afternoon.