This year, our Culture & Community team focused on amplifying historically-excluded communities that use Twitter to elevate moments, conversations, and movements that matter most to them.
We started the year elevating the conversations and lived experiences of the TwitterVoices Disability community–– a community that has long used Twitter in it’s purest form to share updates and connect with people they otherwise might not have the opportunity to know. Our learnings helped advise and shape many product enhancements such as Spaces. Through this, we continued to build trust and cultivated strong relationships with our Voices community around the world.
We also focused on bringing to life the new Voices X initiative, a new program that connects mission-driven brands with influential #TwitterVoices, that supports communities, shapes culture, and drives conversation. The program forms strategy, co-creates content, and amplifies marketing efforts. The soft launch featured #TwitterVoices such as April Reign and Valerie Complex along side the #WidenTheScreen campaign with Procter & Gamble, and we look forward to building on these early successes and growing the program in 2022.
Our work with Twitter Voices expanded to Africa and utilized cultural insights and research to guide the strategy of how Twitter can make the biggest impact in emerging markets such as Ghana and Nigeria. We were proud to sponsor the first formal Twitter activation since the company announced its plans to build headquarters in Ghana through the Afrochella Music Festival Experience.
In partnership with the product organization, we provided early access for voices from diverse communities to new features as we kicked off Spaces, Spark Program, a new Brand Refresh, Tips, Super Follows, and Revue. We also consulted on the relaunched Verification program guidelines and on the Twitter Creator ideology and outreach programs.
We partnered with Twitter NEXT to kick off “Communities Up Close,” an internal workshop series that shares insights around conversations on platform trends and behaviors of diverse communities. The goal is to strengthen Twitter Next cultural fluency and understanding when consulting with our brand partners. The work kicked off with the Black and Latinx community and will expand to others including the Disability community in 2022.
Looking to next year, our work will continue to center the needs of our #TwitterVoices community and will lean into more opportunities to listen, learn, and activate in a way that best supports them in confidently joining the public conversation. One important program that will enable us to do this quicker, better, and smarter is the launch of our #TwitterVoices Research Panel – a program created in partnership with Twitter Research to provide formal feedback opportunities for #TwitterVoices to share their thoughts, suggestions, and concerns regarding recent product launches and/or platform enhancements on Twitter.