Twitter's IPO Filing Explained in 40 Tweets

PHOTO: Twitter
Mary Turner/Getty Images

Twitter released its S-1, or IPO, filing Thursday -- more than 235 pages of information about the core business and financials of the company built around 140-character messages. While some of the big questions remain unanswered -- including the exchange the shares will be traded on and their issue price -- there are lots of answers to questions about Twitter's profits, sources of revenue and future buried in the long document.

The business nerds out there can read all the fine print here. For the rest of us, we have come up with the things you should know from the stock-offer filing in 40 simple tweets.

1. TWTR! #Twitter intends to list the common stock of the company under the symbol TWTR
2. #Twitter has over 200 million monthly active users and 100 million daily active users
3. Add this one to the list! 500 million tweets are sent a day
4. "Tweets are limited to 140 characters of text." The filing really explains that
5. Tweets have appeared on over 1 million websites
6. "Twitter," the "Twitter bird logo," "Tweet," "Retweet": All trademarks that belong to Twitter. No mention of the fail whale
PHOTO: Twitter introduced a redesigned iPad app and header photo option, Sept. 18, 2012.
75% of Twitter's monthly average users access the service from a mobile device #SadDayForComputers
8. #Advertising: 65% of the company's ad dollars were generated from mobile devices
9. Just how many ads is Twitter selling each year? Almost $270M worth. Twitter generated 85% of its $317M in sales from advertising
10. How many shares of Twitter will be for sale? 472,613,753 shares
11. Twitter states some of its business risks, including the threat of users engaging with other products and privacy and security concerns #riskybusiness
12. So who is going to be rich? CEO @dickc took home $11.5M last year and he owns 1.6% of @Twitter
13. Co-founder @jack should be able to buy a lifetime supply of Cardinals tickets. He owns 4.9% of @Twitter
14. Co-founder and former CEO @ev owns the largest chunk of the company at 12% #GreenBird
15. How much money will I get for being a Twitter user? $0.
16. In 2012 @Twitter spent $86.5M on sales and marketing, almost as much as it spent on R&D, $119M #IPO #S1
17. During Super Bowl XLVII, over 24M tweets regarding the Super Bowl were sent, 45% of TV ads shown during the game used a #hashtag #TwitterIPO
18. The other big execs / directors at Twitter who make $$$$ with IPO: @AdamBain @chfry @PeterChernin @plscurrie @PeterFenton @RosenblattDavid
19. @dickc took one for the team in August 2013 and reduced his annual salary to $14,000. #millionaire
PHOTO: Oreo immediately responded to the 2013 Super Bowl blackout with this photo on its Twitter account.
20. @oreo will never turn off the lights. The never-ending example of real-time marketing lives on even in @Twitter's IPO
21. #Twitter101: Twitter was founded in 2007 and is headquartered in SF. It has over 2,000 employees
22. Twitter's going to be in SF for at least a few more years. In 2011, the company entered into an office space lease with a 6-year term
23. Twitter's making most of its money in the U.S., but international sales are growing
24. Where Twitter is focusing its international spending and sales support: Australia, Brazil, Canada, Japan and the United Kingdom
25. Twitter's new ad strategies -- TV targeting and real-time video clips embedded in tweets
26. Twitter makes you watch TV -- an August 2013 Nielsen study finds Tweets about a show caused an increase in ratings in 29% of sampled programs
27. You gotta spend $ to make $, especially if you're Twitter. Last year the company had a loss of $74.9 million on $317 million in sales
PHOTO: Facebook will add clickable hashtags to posts, allowing users to easily find what other people are talking about.
28. #Facebook is mentioned 9 times in the filing. Twitter says Facebook has been introducing "features similar" to theirs
29. Twitter says Facebook disabled Instagram embeds in tweets after it bought the service #WhyWeCantHaveNiceThings
PHOTO: Twitter announced, June 10, 2013, that Vine had gained 13 million users in four months.
30. Wondering about ads in Vine? "We do not currently place, or currently plan to place, ads on Vine," the filing reads
31. Remember Twitter #Music? Twitter mentions that it doesn't plan to put ads in the app. It also doesn't mention how many people actually use it
32. "@Twitter is open to the world." #S1 #IPO
Facebook IPO: Social Network's Timeline
33. @MorganStanley, which led FB's botched IPO, got pushed to #2 underwriter. @GoldmanSachs took the lead
34. In January 2013 3.5 Million shares tendered for $17.00 per share
35. @sparkcapital and @benchmark got in on Twitter between Dec 2010 - January 2011 and bought 26.2M shares at approx $7.63/share
36. The British Monarchy announced the birth of Prince George on Twitter #RoyalBaby
PHOTO: Twitter Inc. logos are arranged for a photograph in Washington, D.C., Sept. 13, 2013.
Andrew Harrer/Bloomberg/Getty Images
37. While pictured in the report, the @Twitter bird does not appear to have any stock options
38. The cost of doing business (publicly): Twitter paid the SEC $128,800 in registration fees and $150,500 in FINRA filing fees
39. The S-1 filing is 752,887 characters long (with spaces). That's over 5,000 tweets
40. Only 100 more to go until 140 tweets. Yeah, no, we're tired. Let us know on @twitter if you've got any others for us at @rebeccajarvis @joannastern
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