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Twitter says brand identity and simplicity are key

News, 21 June 2017
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CANNES: Clarity about brand identity and having a simple digital product are two very important considerations for advertisers wanting to make the most from Twitter, the company's CMO has declared.

Leslie Berland said these findings stemmed from research Twitter conducted with users and advertisers prior to the launch of its redesigned look at the end of last week.

"One is the identity piece, to be very clear on what Twitter is and why it's different," she said in an interview with Campaign Asia at Cannes Lions 2017.

"[And] from a product perspective, it's simplifying it," she added, referring to the other main requirement from advertisers. "Making it easier to use and more intuitive is something I know is very important to them."

Based on this feedback, she claimed that Twitter's revamped interface is now "more delightful, lighter and simpler to use" and that "it shows the speed of Twitter, which is unique to us as we're about what's happening right now".

In a bid to promote the notion of Twitter's "uniqueness" among social media sites, the micro-blogging company also unveiled a new advertising campaign at Cannes.

Carrying the tagline #SeeEverySide, the campaign is expected to run for several months with the aim of showcasing the diversity of its users' conversations and opinions.

The first ad was launched on Monday, featuring hip-hop artist Chance the Rapper, who asked his fans for song requests via Twitter.

"Chance’s authentic use of Twitter is powerful as is his fandom and the conversation that surrounds him," Berland explained in a blog post.

"We spotlight the voices of fans, press, influencers and artists – every side of the conversation – at the speed of Twitter," she added.

"Whether it be music, sports, news or entertainment, being able to see every side of a topic, makes Twitter unlike any other platform or service in the world."

And it seems the ad featuring Chance is just the start of these new Twitter ads because Berland went on to say that the platform will soon launch films showing "every side" of sports and news as well as a campaign focused on users in Japan.

Data sourced from Campaign Asia, Twitter; additional content by WARC staff

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