Chief marketing officer Leslie Berland has revealed new plans to spread the Twitter message.
Twitter is planning a major new advertising push after discovering many people still don’t understand how the social site works.
The site has been criticised in the past for being too confusing, with chief executive and founder Jack Dorsey admitting last year it needed to be clearer on how it can be used.
Now marketing head Leslie Berland said in a blog post that new efforts will be made to explain to the public how the platform can be a hub to communicate as well as follow news, after research found those who don’t use the app regularly struggled to understand it.
“Most didn’t know or simply misunderstood what Twitter was for – many thought of Twitter primarily as a social network, a place to find and connect with friends and family members,” she said.
“Second, they thought if they wanted to use Twitter, they were ‘supposed to Tweet every day’ and didn’t think they would have that much to say. We realized we had some explaining and clarifying to do.”
Berland, who joined Twitter earlier this year, added that new video adverts with the slogan “See what’s happening” were being pushed out to try to better explain the site to a wider audience.
“Twitter is where you go to see what’s happening everywhere in the world right now. From breaking news and entertainment to sports and politics – from big events to everyday interests with all the live commentary that makes Twitter unique,” she said.
The site has around 320 million active monthly users globally, but is well behind other social platforms, including Facebook, Instagram and WhatsApp in user numbers.
