Twitter today breaks new creative work—dubbed “Twitter Is,” meant to further establish the platform as the one place where all people can express themselves in a truly authentic way and to eliminate any line that exists between what happens on Twitter and what happens in the real world.
. A year ago, Twitter began a concerted effort to change the way it, as a company via its own @Twitter handle, engaged with people on the platform, and to mark that shift, Twitter shared actual Tweets on Times Square billboards. “Me on Twitter,” meanwhile, tapped into the recognition that people use and express themselves differently—more authentically—on Twitter than on other social-media platforms.
It’s all part of the platform’s drive, under the watch of CMO and Head of People Leslie Berland, to hone its niche, its purpose, in a sea of social media. It also helps, at a time when the platform has been maligned at times as being weaponized and overrun with Trump rants, build its accessibility and transparency as a company and articulate its brand.
“The most interesting thing we’ve seen on Twitter is that people love to define what Twitter is in their own words,” Berland said. “We wanted to spotlight and amplify their words and their brands. We literally wanted to manifest their tweets into something tangible and real,” she said, adding, “I don’t see it as a shift but instead more of our becoming our authentic self.”
Berland said the motivation behind the activations was also to further break down any line between what’s happening inside Twitter, the company, and what’s happening outside, in the real world.
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