Twitter Repositions, Plans Marketing Campaign

While journalists, public figures and media addicts are all loyal users, Twitter is still trying to explain what it is and what it’s good for to the broader Internet population, while simultaneously reinventing itself, which probably doesn’t make the first task any easier. And the stakes are high: success or failure here will decide its viability as an advertising-supported media platform.

On that note Twitter is repositioning itself as a source of breaking news and forum for live commentary, and is also preparing a marketing campaign to broaden its appeal among Internet users by conveying this new image. In a blog post longer than 140 characters, Twitter chief marketing officer Leslie Berland explained the thinking behind the new go-to market strategy.

Berland shared some findings from Twitter’s own market research, which showed that most people were familiar with Twitter but not regular users. According to Berland, many of these people “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.”



Both perceptions need to be adjusted, according to Berland, as Twitter aims to become a conduit for ordinary people, public figures, and organizations to publicize, share, and discuss events as they occur. Summing up, Berland wrote: “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.”

Looking ahead, Berland added: “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."

Meanwhile, the reinvention is in full swing: earlier this month Twitter announced that it has signed “an expanded content partnership” with the NBA that will bring exclusive original live programming and more video to Twitter, Vine and Periscope. It also revealed a partnership with Pac-12 Networks, allowing the platform to stream more than 150 university sporting events during the 2016-2017 season.

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