Twitter’s new brand work 'Twitter Is' furthers the platform’s transparency
. 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.
“Lots has been happening over the past couple of months,” Berland said. “Twitter, at our core essence, is what we’ve always been—Twitter is ‘what’s happening.’ It’s where you see what’s happening and what people are talking about right now,” she said. “What’s so unique about the Twitter brand is that it is quite literally defined by the people who are having the conversations every day. It’s real talk, real life, the real world.
“That’s a trend that will continue as well—merging HR and marketing,” she said. “Our people are our lifeblood. When you think about experiences—the people experience—many of these things intersect and actually mirror each other. What happens inside should be public and will be public, and I think Twitter is very unique, but I think this is going to come to all companies.”
She added that across all of the ad formats Twitter offers, the company is “laser-focused on helping advertisers launch new products and services and connect with what’s happening on Twitter,” citing a new six-second bid unit, which established a new way for advertisers to have the security of transacting on a longer view,\ while still providing the optimal experience of a short-form, mobile video.
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