Despite a plunging stock price, staff exodus and bitter competition with other social networks, Twitter remains strong, according to one executive.
"The morale of the company's never been stronger, because the focus on the company has never been stronger," Twitter's chief operating officer, Adam Bain, told CNBC's "Squawk Alley" on Wednesday. "We're trying to execute to grow shareholder value, and we've seen some great evidence this week in terms of what's ahead for the company, and our ability to stay strategic with those advertisers."
Twitter's shares have tumbled 54 percent over the past year, as the company's revenue guidance has fallen short of analysts estimates. It comes amid layoffs and executive departures within the company, as other platforms such as Snapchat and Instagram surpass Twitter in key metrics.
But with CEO Jack Dorsey back at the helm, Twitter has announced a slew of new investments and products since this spring in its quest to improve its live video and streaming capabilities and revive the platform.
"Ultimately, on the [return on investment] side, we've shown that advertisers get better returns when they use video in their ad campaigns than even traditional promoted tweets," Bain said from the Cannes Lions International Festival of Creativity.
Twitter introduced a tool to let users share 140-second videos this week, extending the limit from 30 seconds in a move that would make videos more profitable. Twitter also this month announced an investment in music-streaming company SoundCloud, the acquisition of a machine-learning company that makes videos sharper and a standalone analytics app.
Also ramping up this fall will be Twitter's Thursday night broadcasts of NFL games. The football games will mark one of the first times that logged-in and logged-out users will have a similar Twitter experience, Bain said. Thursday nights are a key marketing window ahead of the weekend, and Twitter aims to clinch some of those marketing dollars, Bain said.
"We do control some of the ad inventory in the games as well, so with marketers we've been talking about what's possible there," Bain said. "We've seen incredible demand."
To be sure, though, not every Twitter rollout has been well received. Another one of the company's main initiatives to mitigate abuse, the Twitter Trust and Safety Council, got criticism from both conservative and liberal media outlets. But internally, Bain said the company has bigger plans.
"We have the advantage of understanding what's in the pipeline and the things that are ahead," Bain said. "We can't wait to show the world what we've been showing marketers here at Cannes."