Insights

See What's Happening

By Leslie Berland

A few months ago, we set out to understand more deeply the perceptions of Twitter around the world. As we dove into this research, some interesting trends emerged.

First, ninety percent of people globally recognize the Twitter brand. Ninety percent! That’s a testament to all the people, companies, news outlets and public figures who use Twitter and make it as powerful and far-reaching as it is today. We heard loud and clear that those who use Twitter do so because they know exactly what Twitter is for and why it’s important in their lives. The majority of people who use Twitter the most told us it’s the best and fastest way to see what’s happening.

But what about the people who know the brand but don’t use Twitter? We asked lots of questions and two key themes emerged. 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!

Starting today, we’re taking steps to express what we’re for and what we’ve always been. Twitter is where you go to see what’s happening everywhere in the world right now. From breaking news and entertainment to sports and politics - from big events to everyday interests with all the live commentary that makes Twitter unique. In the coming days and weeks, we’ll be rolling out marketing including videos and digital ads that center around seeing what’s happening on Twitter. Here are two examples: 

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We’re also introducing a new look and feel in our marketing that reflects the people around the world who make Twitter what it is, highlighting the diversity and expressiveness in all its color and vibrancy. Everything that happens on Twitter is about them and we look forward to continuing to tell our story and theirs.

Much more to come. This is just the beginning!

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@leslieberland

Leslie Berland

‎@leslieberland‎

CMO & Head of People