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Advertising Twitter

Twitter plays on its quarrelsome reputation in ongoing 'See Every Side' campaign

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By Rebecca Stewart, Trends Editor

June 27, 2017 | 5 min read

Twitter has unveiled two new ads as part of its ongoing 'See Every Side' campaign, which aims to capture the multifaceted viewpoints the social network offers up to users.

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The campaign is running on digital and on-demand platforms like Hulu

In a bid to help people better understand what the platform is all about, Twitter has been rolling out ads showing how celebrities and ordinary people engage with each other within its walls.

The ads are airing across on-demand services like Hulu and Roku in the US and also on digital platforms.

The latest film plays on Twitter's reputation for being a hub of debate and disagreement during topical events. It depicts how a hashtag can bring different points of view to the fore, with a ​heatwave – #Summergedden – prompting a host of sweaty users to argue about climate change.

While there are times there is a darker side to the argumentative culture on Twitter, but it's clear the platform is keen to keep it light and convey how it can serve as an arena for opinion in relation to topical and cultural moments.

Another star-studded ad sees Twitter double down on sports, which is becoming a central part of its business thanks to live-streaming deals and broadcast deals with the likes of the NWHL and the NFL.

The fly-on-the-wall-style short features basketball superstar Shaquille O’Neal and physicist Michio Kaku, who are seen responding and reacting to a query posed by Bleacher Report: 'Legit question, who is the greatest of all time (GOAT)?'

Athletes, intellectuals and others offer up their opinion on who they think is the GOAT, with Shaq backing retired slam dunker Dr J, much to the latter's delight.

The campaign launch spot rolled out last week featured Chance the Rapper, highlighting the way Twitter breaks down the barriers between fans and artists.

There's no doubt Twitter will be looking to both retain the loyalty of its current users while also attracting new ones through the ads. Over the past few years the social network has struggled with sluggish user growth and a series of disappointing financial results, making investors jittery.

Following buyout rumours last year, it appears to have pulled itself back from the brink thanks to its focus on media and live events - spearheaded by chief marketing officer Leslie Berland who joined at the start of 2016 and was responsible for rolling out the platform's 'See What's Happening' turnaround campaign.

Speaking during Cannes Lions last week, the firm's chief executive Jack Dorsey revealed that he had plans to invest in adtech, adding that the business had learned lessons from past mistakes that could see it pivot towards forging partnerships with third parties rather than acquiring or building its own offering.

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