Twitter is trying to up it’s user base this year following the recent bump it has experienced lately. Many pundits believe that the accelerated growth that the social media platform has experienced in the past year is not unconnected with the way that the American President, Donald J Trump has put the App to reckless use since his Presidency.
Any requests? Real instruments? No problem.
— Twitter (@Twitter) June 19, 2017
The new ad campaign which is “expected to run for several months and includes a TV commercial and online ads that will appear across the web including on rival sites such as Instagram, Facebook and YouTube”, has just been launched today.
It features Chance the Rapper and David Crosby. Chance is seen tweeting to his fans asking them for song requests for an upcoming concert. That tweet then parks off several debates across the western world with fans not only debating among themselves but also tweeting their song preferences. The responses are not all nice as one user tweets that he thinks “all this Chance love” is overhyped. This keeps the ad in line with the reality of twitter although naturally, it avoids showing the worse kind of comments that users sometimes post.
The musical legend, David Crosby also joins in the banter as he’s seen tweeting that he can up Chance’s game.
According to Twitter’s Chief Marketing Officer, Leslie Berland, “the new ad campaign is intended to show people how Twitter is “unique” compared with other social-media sites. Users can actually “see different perspectives” on Twitter, she said, “whether it be a journalist, a citizen, a celebrity or an artist.”
The Wall Street Journal’s analysis is that this “ad push is the next step in Twitter’s ongoing attempt to better explain to consumers what Twitter is and why it’s valuable to spend time on the platform.”
According to Suzanne Vranica of WSJ, “the social-media company reported its average monthly active users rose 6% in the first quarter to 328 million. It was the largest quarterly increase since 2015”. Apparently, even the San Fransisco based tech company somehow admitted to Trump’s input in it’s user growth saying it was due to “new and resurrected users following more news and political accounts” in the U.S. Vranica believes that “although the company didn’t specifically call out President Donald Trump, his frequent tweeting has garnered world-wide attention for the platform.”
The Fake News Media hates when I use what has turned out to be my very powerful Social Media – over 100 million people! I can go around them
— Donald J. Trump (@realDonaldTrump) June 16, 2017
Just last week, President Trump boasted about his ability to reach millions of people behind the backs of mainstream media houses. With Americans who have been blocked by Trump on Twitter suing him, asking to be unblocked on the ground that it violates the ground that it violates their First Amendment rights, there’s no doubt that Trump has greatly expanded Twitter’s user base.
It only makes sense that Twitter will now try to capitalise on that with this new ad push.