It’s hard to remember how we consumed news, opinions, jokes, and ideas from all aspects of our crazy interests before Twitter. In one place, we can follow what’s going on in our own crazy industry, as well as current events, music, fashion, tech, social media, and friends & fam. From the content and company side, Twitter allows brands to showcase a richer personality and a constant presence to their fans, especially the younger generation. If the content is rich enough, Twitter can actually help develop new, younger fans. One great example is Oscar de la Renta. As the favored brand and dressmaker for First Ladies, Oscar leading ladies, and Park Ave ladies-who-lunch, it wasn’t really accessible to young women interested in fashion. However, since Director of Communications Erika Bearman stepped into twitter with @OscarPRGirl, she infused insider shots of the brand with bits of her personality, making the brand much easier to relate to and aspire to for a new generation of women who love beautiful clothes.
Today, Twitter CEO Dick Costolo announced that the little site that could now has 100 million global active users (people who log into Twitter once a month). What’s more impressive is that there are now 50 million super active users, logging in every day. 55% of those active users are on mobile, indicating a whopping 40% quarter-on-quarter growth.
How is Twitter supporting this growth? It’s ramping up its advertising, with promoted tweets playing a much bigger role in revenue generation. As a company that has largely been very protective of its consumers and very discreet in its promoted tweets, we are interested to see how this next phase will roll out. We have to admit, with brands that understand how Twitter feeds work, we find most sponsored tweets to be pretty engaging and interesting. If the content can stay that way, this is a great way to maximize eyeballs for brands looking to engage, inform and delight.
Oscar de la Renta on Twitter: http://online.wsj.com/article/SB10001424052748704285104575491761543648510.html
- Felicia Zhang, Ogilvy Youth