Twitter (NYSE:$TWTR) finally released its second quarter report on July 27, and things have gone downhill. Following the report, Twitter’s stock plunged as much as 12% during midday trading. Many have cited the reason for the falling stock to be the fact that the social media company’s monthly active users (MAUs) remained unchanged from the 328 million users it saw last quarter.

“You have zero user growth versus Facebook reporting 70 million new users [after the bell Wednesday],” Victor Anthony, an internet analyst at Aegis Capital (traded privately), noted. “It’s not a  recipe for a stock you want to buy.”

Twitter’s user growth has been a big concern for investors for quite a while now. Although the company started out strong earlier this year with 9 million more MAUs than expected in its first quarter, it’s now stalling in improvement. As well, competition is strong, as investors and advertisers are now more likely to stand behind Facebook with its 2 billion MAUs compared to the mere 328 million MAUs Twitter boasts.

Besides lack of user growth, Twitter’s advertising revenue has taken a tumble. Falling by 8% year over year, the company’s total advertising revenue was $489 million this quarter, compared to the $535 million in 2016’s second quarter.

However, Twitter did do pretty well this quarter when one compares other results to expectations. Non-GAAP earnings per share was at $0.12, quite higher than the $0.05 expected according to Thomson Reuters. Revenue was $574 million, also beating the expected revenue of $536.7 million analysts were expecting, also according to Thomson Reuters. Quarterly GAAP net loss was $116 million.

Twitter has admitted that it needs to bring both its revenue and user growth up, and executives are confident that the company’s recent efforts will help in turning Twitter around. On a call with investors, Twitter’s chief operating officer (COO) Anthony Noto said: “While we still have a lot of work to do for revenue growth to get it to track audience growth, the improvements in revenue growth reflect the progress executing against our top revenue-generating products in the second quarter as well as strengthening business fundamentals.”

Indeed, Twitter has been ramping up its efforts to become more user friendly and to attract more users. On April 6, the company launched Twitter Lite, a version of the app that uses up less data. Twitter Lite can only be used through a mobile web browser, but it takes up less than 1 megabyte of storage. This new feature was made to attract more users who live in more remote and less data-driven places, like India, Twitter CEO Jack Dorsey explained. It was developed after the company found out that its app took too long to process in these parts of the world. Based off initial results, Twitter Lite is doing well, according to Dorsey. However, the CEO declined to give specific statistics, citing that it’s too early to decide whether or not Twitter Lite will be successful.

Along with Twitter Lite, the company has also been a lot more strict when it comes to abusive and aggressive behaviour on its social media platform – something Twitter is known for. Twitter has reported that it’s taking 10 times as much action daily when it came to limiting functionality and/or suspending abusive accounts when compared to last year. Since Twitter began taking this action, the company received 25% less abuse reports.

Twitter’s recent crackdown on abusive activity on its platform is partially due to the trouble it’s ran into with advertisers as well as potential buyers. Salesforce (NYSE:$CRM) had declined when Twitter had put itself on sale a few months ago, partially due to concerns over how Twitter handled online abuse and trolls on its platform.

Besides concerns over how Twitter handles abuse, competitors like Alphabet (NASDAQ:$GOOGL) and Facebook (NASDAQ:$FB) has also been impacting digital advertising revenue. Although engagement with ads went up by 95% year-over-year in its second quarter, ad revenue fell by 8%, as previously mentioned.

Still, some have remained positive on the social media company’s ad growth. Digital trends analysis firm eMarketer expects Twitter’s ad revenue to increase by 1.6% in total in 2017. The mobile market could be responsible for 90% of the revenue, according to eMarketer. However, global market advertising is projected to decrease by 1.5%.

Twitter’s stock price is currently still below its initial price offering (IPO) of $26.

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