Twitter is currently moving towards maximizing inclusion, ensuring that its platform maintains optimal freedom of representation. Twitter has announced its new initiative, called #TwitterPrism, which is designed to help marketing partners better integrate more inclusive approaches to their outreach efforts.
As Twitter puts it:
“Inspired by the work already happening, and aware of how much more there is to be done, we’re announcing #TwitterPrism to bring together existing and new efforts that support diverse creators and publishers. #TwitterPrism encourages and enables our advertising partners to create campaigns that are rooted in culture, and center diverse, intersectional voices.”
Program Inclusions
The program centers around helping marketers develop more inclusive strategies, which is a currently growing trend among most brands. On top of this, it simultaneously encourages more media spend, especially among ‘historically excluded communities’. Though it doesn’t mean to extend inclusivity in the full spectrum of a geo-political sense, what it does seek to achieve is more inclusiveness with respect to social media and online marketing. Promotions and branding should not be “discriminatory” in any way.
One element added to Twitter’s Marketing Partner Program is that #TwitterPrism will also provide market insight support. This is proposed “so brands can better understand specific aspects of the communities they want to engage with”. At the same time, such a setup will also facilitate Cultural Context Workshops to expand knowledge and understanding of these key areas.
The program also offers support in the co-creation of campaigns, in conjunction with TwitterArthouse, which Twitter will then use to connect advertisers with diverse groups of visual artists and influencers in order to produce more relevant ads.
Twitter states:
“Change is happening. A broad spectrum of brands are working diligently to meet the demands of a rapidly-evolving market by connecting with diverse communities of customers and fans. #TwitterPrism helps our advertising partners develop more inclusive marketing strategies and channel media dollars to diverse communities.”
Furthermore, Twitter also looks to progress its ‘Amplify’ marketing partner program by increasing the number of minority-owned and led providers. In doing so, Twitter hopes to help brands better invest in diverse publishers and creators.
The Wrap
The announcement is linked with the platform’s broader commitment to maximize inclusivity. The same approach Twitter is using to position itself with program partners offers the same idea with regards to its internal hiring process, ensuring that a strict air of diversity and freedom is kept.
Twitter notes that change is happening, and indeed said change is already strongly felt in some parts of the world, with more and more people shifting expectations towards brands being more “diverse” and “culturally-open”. True enough, LinkedIn has recently published a guide that touches on this topic. #TwitterPrism could very well be a gateway for brands to formulate more informed approaches.
Subscribe to our‘Bottoms Up!’ Newsletter. Get the latest social media news, strategies, updates and trends to take your business to the highest level.
Please note:
This action will also remove this member from your connections and send a report to the site admin.
Please allow a few minutes for this process to complete.
