Twitter Product Launch: Longer Posts
Problem / Opportunity
After building its identity in short-form text, Twitter aimed to attract a new generation of creators who specialized in long form content – starting with a new premium feature, Longer Tweets.
Strategy
With a limited set of features available for the beta launch, the team prioritized driving awareness and interest, and needed a scrappy, zero-based budget solution. I developed a strategy and briefed the creative team: Get Twitter’s core communities (and therefore press) to talk about the product by introducing it in a way that’s unexpected and entertaining.
Every year our marketing team takes a step back from our brand, creative work, public expression and activations. We look in the mirror and ask ourselves if what we see creatively, reflects what Twitter is.
— Leslie Berland (@leslieberland) January 27, 2021
Every year our marketing team takes a step back from our brand, creative work, public expression and activations. We look in the mirror and ask ourselves if what we see creatively, reflects what Twitter is.
— Leslie Berland (@leslieberland) January 27, 2021
Every year our marketing team takes a step back from our brand, creative work, public expression and activations. We look in the mirror and ask ourselves if what we see creatively, reflects what Twitter is.
— Leslie Berland (@leslieberland) January 27, 2021
Every year our marketing team takes a step back from our brand, creative work, public expression and activations. We look in the mirror and ask ourselves if what we see creatively, reflects what Twitter is.
— Leslie Berland (@leslieberland) January 27, 2021
Every year our marketing team takes a step back from our brand, creative work, public expression and activations. We look in the mirror and ask ourselves if what we see creatively, reflects what Twitter is.
— Leslie Berland (@leslieberland) January 27, 2021
Tactics
- Long form copy strategy tailored to Twitter’s family of handles (pictured below).
- Proactive customer comms to accelerate public replies in #BrandTwitter.
- In-app prompts to drive adoption with premium subscribers.
Results
1) Twitter’s highest reach and most engaged social post of 2023 – attracted participation from 10+ Fortune 500 brands.
2) Drove a 20% increase in daily visitors to the Twitter Blue sign-up page.