Twitter NewFronts 2018


We all know what Twitter is, but do we all know what they do? At least 3 out of my 5 friends uses twitter on a daily basis. In conjunction with other platforms like Instagram and if they are young enough Snapchat. The point is that there is an audience for the platform, but it isn’t just random people, are people who like to be heard!
Twitter positions themselves as the platform that knows what is happening right now! As a platform where people engage! Stay curious! Listens and make their voices be heard. So what does this means for an advertiser? During the conference, it was mentioned that “82% of users actively engage with a brand since it is where people watch and talk about it.” Which means that with all this content, brands will have the opportunity to own individual spaces.
The VP of revenue and content said “when there is an emotional movement people turn to Twitter” and that made me realized something I already knew subconsciously. Most of the time when I tweet something is to rant about customer service or voice my opinion. Although Twitter might not be the #1 preferred social media, they understand that if people engage in their platform is to say what they feel. This platform is especially not made to show off what I had for dinner but is to talk!
Knowing their audience, Twitter announced a series of partnerships for 2018 that revolves around what is happening NOW and allowing people to participate in this conversation through series of content creation:
AM to DM | BuzzFeed News, History, HuffPost, The Weather Channel, Vox, Vice, Bet, Comedy Central, Delish, Ellen Live Nation, MTV News, NBCUniversal, Seventeen, Will Parker, Barstool Bleacher Report, ESPN, F1, MLB, MLS and The players' tribute.


After hearing all these partnerships, which have jumped from 16 in 2017 to 30 in 2018. These partnerships have something in common, which is to highlight individuals and spark a conversation through different subjects like Women Empowerment, Black Lives Matter, Health and Wellness, and more. Even though they do serious business, Twitter will also be bringing in entertainment content like AM to DM - BuzzFeed News which is a traditional morning show format for the way young people consume news today. Power Star Live - Will Parker Media, which is a cultural phenomenon of Black Twitter, this will consist of a 30-minute weekly show bringing together comedic content. IRL - Seventeen which is also a news show that will be focused on the latest in pop culture, fashion, and others. Call of Durty World League - Activision, for the fanatics it will broadcast highlights and finals from multiple competitions.

After hearing all of this, I immediately thought of how can we leverage this type of content available to help personalize the brand? I believe brands have an opportunity to showcase for what they stand for, although that this is one type of placement,  by developing a strategic message and concept they could utilize this to further proof the user what they stand for and care about because they are already actively listening or talking about it in this platform.

After attending the Newfronts, I had the following takeaways:
  • Twitter understand their audience. Users are on that platform to talk/write and be heard
  • Content has more meaning to people, now it speaks to who they are and for what they stand
  • Brands have the opportunity to leverage these platforms help to become more “human” to the user, to show that they care about them.
Afterall, twitter is not the only platform that begun working on content creating, Facebook recently launched FacebookWatch, where they generate mini-series and entertain people. Something similar is happening with Snapchat where they have changed their interface to be able to re-launch their Discovery content where people can follow stories, watch mini-series that touch based on particular topics. After all, video is the “fastest-growing ad format” in Q1 2018 (Todd Spangler, Variety).



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