June 20, 2021
Twitter #SeeEverySide

Twitter #SeeEverySide Campaign Debuts with Rapper Chance TV Spot

A new Twitter #SeeEverySide campaign comes to the social media microblog, pairing up with Rapper Chance in a television ad on ABC’s The Bachelorette…

Twitter continues to struggle to define itself and turn a profit. Now, the social network is launching a new campaign around a new hashtag: #SeeEverySide.

Twitter #SeeEverySide Campaign Launches with Rapper Chance TV Commercial

Beginning today, the company is rolling out a new ad campaign, with a 60-second television spot featuring Chance the Rapper to air during The Bachelorette on ABC tonight. The spot seeks to engage the entertainer’s 4.3 million followers by asking which songs he should perform at a concert. Musician David Crosby already replied, “How about something with real instruments?”

“Our new campaign aims to capture that very sentiment as we kick off on TV tonight with @chancetherapper. Chance’s authentic use of Twitter is powerful as is his fandom and the conversation that surrounds him. We spotlight the voices of fans, press, influencers and artists – every side of the conversation – at the speed of Twitter,” Leslie Berland, Twitter’s CMO, explains.

Twitter is wrestling with finding a solid direction. The social media company recently debuted a new iOS redesign that closely resembles Android. Twitter also turned its website into a PWA or progressive web app and introduced Twitter Lite for the mobile web.

The company seeks to expand its paid media advertising, which are currently dominated by the Google-Facebook duopoly. The search giant expects to claim nearly half of the projected $83 billion digital buy market during this year. That’s followed by Facebook but Twitter will likely take about 2 percent, according to an estimate by eMarketer.

Twitter will roll out additional sports and news-related ads over the coming weeks, Berland states. 

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