Twitter Wants Non-Users to Come ‘See What’s Happening’

Twitter’s newest marketing campaign encourages non-users to “See What’s Happening.”

Twitter’s newest marketing campaign encourages non-users to “See What’s Happening.”
Chief marketing officer Leslie Berland announced the new campaign in a blog post, saying that its content, including videos and digital ads, will drive home what Twitter has to offer in terms of breaking news, entertainment, sports and politics, as well as attempt to clear up misconceptions about the social network from non-users.
Berland pointed out that 90 percent of people globally recognize the Twitter brand, and she wrote of the campaign’s focus on those who know the brand but don’t use the social network:

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:

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.

Readers: What are your initial thoughts on Twitter’s See What’s Happening campaign? David Cohen is editor of Adweek's Social Pro Daily.