Twitter Tries Comedy in Two New Ads That Really Get Back to Basics

How to use Twitter, for those who haven't tried it

Headshot of Tim Nudd

Twitter has enlisted a British comedian for a pair of new commercials, running digitally, that get back to basics by explaining the most fundamental things about the platform—how to sign up, and how to explore it once you do.

The campaign, which follows the “What is Twitter?” effort last year, and “Why Twitter?” earlier this year, is squarely aimed at would-be users who have not yet tried the platform. Twitter continues to battle a perception that it is a niche platform (despite the freewheeling and widely covered use of it by the U.S. president), as well as the misconception that Twitter is difficult to use and that creating an account is confusing and long.

Romesh Ranganathan, a 39-year-old comic known for his deadpan style, is here to explain that’s not true! Check out the spots below:

The campaign comes as Twitter, which has struggled to attract new users, actually had a decent third quarter in that regard. It grew monthly active users by 4 percent to 330 million. Daily active users were up 14 percent in Q3, the fourth consecutive quarter of double-digit growth, the company said in October. The new ads aim to keep that user growth going.

“Today, we are answering the question ‘How to use Twitter’ for those who haven’t yet taken the plunge,” CMO Leslie Berland wrote in a blog post. “Comedian Romesh Ranganathan brings this to life like no other. Grab your popcorn!”

@nudd Tim Nudd is a former creative editor of Adweek.