Twitter turns 10 today and #loveTwitter is trending globally on, well, Twitter.
In a blog post it said: “Today is our 10th birthday, but it has always been the people and brands that have truly defined Twitter. Twitter is your place to listen, to create, to make a live connection to culture, to innovate. Thank you for your authenticity and speed. For making us laugh, and stop to think. For doing good, and bringing us all together. Today, of all days, we want to spotlight the myriad ways you have enriched the platform, and changed marketing and business forever.
Thank you. Love, Twitter.”
Starting in Australia on 3/21 and moving across the world, we thank you for 10 incredible years.
– Twitter (@twitter) 20 March 2016
Check out its anniversary video here. It is sure to bring a smile to your face. And when the video rolled out, fans chimed in as well.
Twitter also put out a blog post stating 10 ways the platform has changed marketing. A note in the blog read:
1) Authentic brand voice
Brands have always taken to Twitter to express themselves. With every Tweet, every response, and every cultural trend engaged, brands have shown their true voice in unique ways.
When Clayton Hove Tweeted that a bird had “crapped on a Smart Car” and “totaled it” in 2012, Smart Car USA swooped in with a hilarious graphic proving he must be mistaken. When Kit Kat threw down the gauntlet to Oreo and challenged them to a game of Tic-Tac-Toe, Oreo quickly responded, creating love for both brands. This type of brand interaction didn’t exist before.
2) Real-time marketing
Oreo’s famous Tweet when the power went out during Super Bowl XLVII ushered in the age of real-time marketing. For the first time, a brand not only connected to culture, but did so in the moment, and at scale. It opened up new creative possibilities.
Brands quickly learned how to prepare for the unexpected. Take Snickers’ response to Luis Suarez’s infamous bite during the 2014 World Cup. They also started applying real-time marketing principles to their campaigns and everyday consumer behavior.
3) Creating cultural movements
From #BlackLivesMatter to #HeForShe, the communities and movements that spring up organically on Twitter continually astound us. 140 characters and a hashtag can galvanize people and drive positive change.
Brands are also driving movements for social good. Rather than just connecting to culture, they are creating and sustaining it.
4) New digital creators
Influencer marketing is as old as marketing itself and celebrity collaborations and endorsements have been a part of Twitter from the start. More recently, however, we have seen the rise of a new breed of influencer: the digital creator. Brands have played an integral role in working with these creators, pioneering new forms of creativity, and building a highly authentic connection with their audiences.
GE’s #6SecondScienceVines blazed a trail, showing us what was possible in only six seconds, and bringing us new stars like Meagan Cignoli. Visa gave us a unique perspective on the Sochi 2014 Winter Olympic Games with their Vine series from Ian Padgham. Comcast recently partnered with Zach King.
5) Personalized content
Brands have always shared content at scale on Twitter, but they have also captured the open nature of the platform to listen and respond in personal ways. In a public forum, any conversation between a customer and brand has the potential to reach a mass audience.
In 2012, Burberry celebrated its millionth follower by sending personalized ‘handwritten’ GIFs from Chief Creative Officer, Christopher Bailey. More recently, American Express sent music fans personalized digital autographs.
6) From the second screen to the first screen
TV and Twitter have long enjoyed a symbiotic relationship, and brands wasted no time innovating with the two screens. With its 2012 #YOUDRIVE campaign, Mercedes didn’t just stimulate second screen conversation, they enabled Twitter users to choose what would happen next, and ‘drive’ the commercial.
But alongside a shift to mobile as the second screen, the last 10 years have witnessed an even bigger shift to mobile as the first screen. Advertisers are increasingly breaking and sharing key messages on mobile first. In 2015, McDonald’s turned to Twitter to launch its new #AllDayBreakfast, replying to the first person to ask for it in 2007. They continue to promote their breakfast with compelling, mobile-first video content.
7) Live video
Brands are no longer limited to the 30-second spot. Now a spectrum of video lengths and formats can grab attention on mobile, from the six-second Vine, to live broadcasts on Periscope. With live video, brands can teleport people around the world and engage in shared, interactive experiences. And with GoPro’s recent partnership with Periscope, the creative possibilities are endless.
8) The hashtag and new forms of visual expression
It’s hard to imagine the world without the hashtag. Originally suggested by Chris Messina in 2007, the hashtag has powered communities and movements, and enabled new forms of brand identity. In 2011, Audi became the first brand to integrate a hashtag into its Super Bowl commercial, with fans Tweeting #ProgressIs to win prizes. During the 2012 London Olympics, #TakeTheStage and #StageTaken became synonymous with Adidas.
9) From customer service to serving customers
It’s easy to forget that customer service used to consist mainly of 1-800 numbers and waiting for an agent. Now people can instantly connect with companies whenever and wherever they choose. According to McKinsey & Company, customer service Tweets to brands have increased 2.5 times over the past couple of years.
The public nature of customer service on Twitter has resulted in many incredible moments.
When Peter Shankman quipped to Morton’s The Steakhouse that they should meet him at the airport with a porterhouse, that’s exactly what they did. Spotify takes customer service queries and turns them into cleverly-curated playlists that delight.
10) Connected objects, connected experiences
Twitter doesn’t just connect people. Over the years, connected objects have shared amazing Tweets for all the world to see. During the 2012 London Olympics, “Pool Cam” mesmerized us with underwater photos from the aquatic center. Tweets have also reached us from other worlds. Last year, Burberry transported fans to their runway show with personalized shots from #TweetCam. And Just last week, Tweeting pigeons took to the skies of London to highlight air quality levels.