The problem with Twitter’s new marketing campaign

Twitter’s new video ad actually explains what Twitter is for – Kurt Wagner, Recode

Twitter unveiled a new video ad Monday morning, and it does something that its previous TV commercial never did: It explains why you might want to use Twitter.

Here’s a look at the new ad, which Twitter is running on its own properties for now and will soon pay to distribute on other digital platforms:

“What’s happening in the world?” the narrator asks over video of Donald Trump campaigning and clips from “Game of Thrones.”

“What’s everyone talking about? How did it start? See what’s happening in the world right now.”

This is, in essence, why anyone uses Twitter. To answer these exact questions. And now Twitter is explaining that, or at least highlighting it, in a way that might catch people’s attention.

Twitter’s problem is that most of the time there’s nothing going on in the world that you need to know about RIGHT NOW. Osama Bin Laden isn’t being killed somewhere every second of the day.

Sports and celebrity gossip might be the exception. People don’t need to know that stuff right away, but they enjoy it. Is that enough to sustain Twitter?

Also, if someone has never used Twitter before, can they find what’s happening right now FAST, like right this second?

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