Dive Brief:
- Twitter is launching a new marketing campaign, called “See what’s happening,” to bring new users to the platform.
- In a blog post, CMO Leslie Berland explained that Twitter has a 90% brand recognition rate across the world, but there is a gap where some people who recognize the brand still don't understand what it means to use Twitter.
- "Twitter is where you go to see what’s happening everywhere in the world right now," Berland wrote, explaining the thinking behind the campaign. "From breaking news and entertainment to sports and politics -- from big events to everyday interests with all the live commentary that makes Twitter unique."
See what's happening — politics on Twitter.https://t.co/xaJo3PmYn5
— Twitter (@twitter) July 25, 2016
Dive Insight:
Twitter's brand refresh comes at a pivotal time for the social media platform. While Twitter has struggled with stagnant user growth and weak ad revenues over the last year, there are signs that it may be turning a corner. Twitter has bet big on live streaming video, rapidly accruing an impressive lineup of exclusive live video content by making deals with the NFL, MLB, NHL, NBA, and CBS News. eMarketer predicts that Twitter's once-stagnant user base will grow 11% this year.
Twitter's new campaign will include video and digital ads designed to let people know that Twitter is a destination to “see what’s happening everywhere in the world right now."
“We asked lots of questions and two key themes emerged,” Berland wrote in the blog post. “First, most didn’t know or simply misunderstood what Twitter was for -- many thought of Twitter primarily as a social network, a place to find and connect with friends and family members. Second, they thought if they wanted to use Twitter, they were “supposed to Tweet every day” and didn’t think they would have that much to say. We realized we had some explaining and clarifying to do!”
See what's happening: https://t.co/ChbWRrSJyKhttps://t.co/r9AZd9rzI3
— Twitter (@twitter) July 25, 2016
