Twitter launches new ad campaign because people still don’t understand Twitter

Twitter is starting a new ad campaign. The purpose? To get people to know why they should actually use Twitter.

Called ‘See what’s happening’ the campaign is focused on showing newcomers a glimpse into the conversations that happen on the platform. The company says as much as 90 percent of people around the world recognize Twitter as a brand, but don’t really know what it’s all about.

See what's happening: https://t.co/ChbWRrSJyKhttps://t.co/r9AZd9rzI3

— Twitter (@Twitter) July 25, 2016

For instance, the company found that most people who knew Twitter but didn’t use it though that it was a social network for connecting with friends and family – basically, a Facebook competitor, which Twitter is not. On the other hand, Twitter says it also wants to dispel the idea that people have to tweet every day.

While an ad campaign won’t be enough to revitalize stagnating Twitter growth, it’s a step in the right direction. One of the most frequent criticisms leveled at the company is that it doesn’t know exactly what it wants to be (and therefore, new users know much less how they’re supposed to use it).

See what's happening — politics on Twitter.https://t.co/xaJo3PmYn5

— Twitter (@Twitter) July 25, 2016

If it can define its purpose and clearly express it in its ads, maybe the company has somewhere to go somewhere after all.

Twitter says it will be rolling out the marketing videos and digital ads “in the coming days and weeks.”