AGENCY BIO

Number of users worldwide: 217 million monetisable daily active users

Description

Twitter is what’s happening in the world and what people are talking about right now, from breaking news and entertainment to sports and everyday interests.

User demographics

From beauty and gaming to TV fandom and women in sports, people on Twitter ignite the conversations that shape what’s happening. Last year’s Q4 results revealed that. In 2021, Twitter experienced a 13 per cent year-over-year increase in average monetisable DAU (mDAU), reaching 217 million users worldwide.

What do people best know you as?

People know Twitter best as the place to connect with what’s happening in the world in real-time. The place where conversations are raw, unfiltered and open. Those voices are what separate Twitter as a social media platform; it can be messy, intense, inspiring, shocking and moving.

What can you do best for brands?

Similar to our position last year, Twitter is the best place to launch something new and connect with what’s happening.

What is the primary media on your platform?

Over the years, Twitter has evolved from a text-only platform to become home of memes, videos, GIFs and photos. However, we continue to see growth in video on the platform with more than 2 billion video views globally recorded on Twitter each day, which is 67 per cent YoY growth. Our data also showed that Tweets with video attract 10 times more engagements than Tweets without video, while insights from Hall & Partners revealed that 71 per cent of people in KSA and UAE watch videos on Twitter multiple times a week.

What are the KPIs brands look for on your platform?

Our strategy of providing advertisers full-funnel solutions is constantly evolving. For example, Mobile App Promotion is a top priority. At the other end of the funnel, advertisers can benefit from Twitter to fulfil reach and awareness objectives, particularly within video content from Twitter Amplify pre-roll ads through to Timeline Takeovers. Last, but not least, something unique to Twitter is the ability to take part in specific conversations (share of conversations) relevant to their audiences.

What new features have you launched in the last year?

Last year Twitter introduced the ability to host a Space to all accounts with 600 or more followers. The live audio conversations feature included updates such as built-in safety controls for hosts and speakers.

What new features can we look forward to in the next year?

To help people connect and create meaningful connections on the platform we will continue to improve Spaces, making them easier to discover, join and share. Other additions to look forward to will be driving more adoption of communities and creator monetisation features to show momentum around how we are helping people make money on Twitter. We will also continue our ongoing efforts to increase awareness of the controls Twitter gives people on our service to protect their identity, privacy and safety.

Do you have anything special planned for Ramadan?

Yes, Twitter and Campaign Middle East are partnering to bring brands and agencies exclusive insights and strategies to master Ramadan campaigns in a four-part Spaces series with #RamadanTalks2022. The series invites experts from Twitter along with notable brands and agencies to guide listeners through the changes in consumer habits during Ramadan, from the content that interests them to the time that they spend on social media, and how they can apply these insights to build campaigns that resonate and engage.

Viewpoint

Carla Maalouly, Head of Marketing, Twitter, MENA

How have user habits changed on your platform in the past two years?

Habits that have emerged in the last year include people on the platform paying close attention to a brand’s intention; they are looking for a sense of authenticity and aren’t shy about speaking up when it is lacking. Additionally, our research found that brands that were better equipped to pivot or adapt their tone fared better than those that relied on one-dimensional humour alone. There is no hard and fast rule, but this tells us that humour should be one aspect to most brands, not the only aspect.

Tell us just one inspirational piece of marketing to look for that will show us what amazing things marketers can do with your platform.

This year, the launch of Twitter Spaces, a unique feature based on live audio conversations on Twitter, coincided with Ramadan. Taking advantage of the moment, STC (@stc_KSA) partnered with Rotana Music, introducing the second season of its show Sawalef Ramadaniya with this innovative new form of live audio.

What innovation on your platform are you most excited to see marketers use?

#FeminineArabic, launched last year, has been one of the most exciting tools we’ve seen marketers use, driving more inclusive conversations across the platform – while also allowing brands to talk to consumers in a more tailored and inclusive way. The setting is reflective of Twitter’s diversity values, ensuring women across the Arab-speaking world have an opportunity to share their unique voices. #FeminineArabic saw a number of brands celebrate the launch and engage with Twitter (@TwitterMktgMENA), taking the opportunity to connect with their female audiences and reaffirm their commitment to female empowerment.