To increase our user retention rate, the Product Marketing team commissioned a series of educational videos to better welcome users to our platform. Our research in fact showed us that for many people Twitter is hard. They don’t fully understand how to utilize our platform nor do they fully know about features and products like Twitter Blue, Twitter Spaces, Communities, Twitter Shopping, etc.

To overcome this crucial issue, we developed a series of videos to not only get people familiar with the Twitterverse but to turn them into pro-Tweeters by Day 90. The videos were serviced to new and returning users through some in-app prompts displayed in different parts of the UI and through both promoted Tweets and “dark” tweet ads, visible only to the users being targeted.

Organized in various lessons, this product campaign was officially kicked off with the release of the six videos below as part of Lesson 1 which is about Getting started on Twitter. We tapped into our vibrant design language and brought forth colors, dutone, and halftone treatments as well as bold super treatments to give each video a slightly distinctive look while ensuring visual cohesiveness within the series. We incorporated a blend of authentic and fabricated tweets and featured people-centric imagery to create an engaging and educational experience that mirrored the real user interactions and experiences on our platform.

Upon completion, we worked closely with our localization team to translate scripts and update visuals and tweets featured to be culturally relevant across all other global regions.