Twitter Schools Non-Twitter Users on What It's All About

CMO Leslie Berland Announces Marketing Push to Clarify Perceptions of the Platform

Published On
Jul 25, 2016

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Apparently a ton of people know the Twitter brand, but not all of them have a clue on how to use it or what it's really about. So today, Twitter has embarked on a marketing push to make sure they do.

In a blog post Twitter CMO Leslie Berland explained that for months, the company has been researching the global perceptions of the brand. It discovered that while 90% of people around the world know the Twitter name, only those who used the platform really understood it.

Users found it to be the fastest way to find out what was happening around them. Non-users, however, revealed two important issues: that a lot of people thought of Twitter as a social network, and that if they did use it, they were obligated to Tweet every day.

"We realized we had some explaining and clarifying to do!" she wrote.

So in the coming weeks, Twitter will be rolling out videos and digital ads showcasing "What's happening?" on the platform, including this introductory clip, featuring snapshots of current cultural conversation topics, such as the Trump, Clinton, Hamilton, Black Lives Matter, Pokemon Go and Game of Thrones. Another shorter ad focuses on the world's political goings on, from Brexit to the U.S. presidential race.

"Twitter is where you go to see what's happening everywhere in the world right now," Ms. Berland wrote. "From breaking news and entertainment to sports and politics -- from big events to everyday interests with all the live commentary that makes Twitter unique."

The marketing will also have a new vibe and look to highlight the diversity and expressiveness of its users. "Everything that happens on Twitter is about them and we look forward to continuing to tell our story and theirs," she said.