Twitter launched a new campaign characterizing who they are as a social network. The campaign is defined by the hashtag #SeeEverySide to showcase how 140 characters or less can create a conversation with lots of different viewpoints. The hashtag is coupled with an ad series that does a thorough job of conveying the different perspectives, on nearly every topic, one may see on Twitter – which happens often in the political sphere, especially with President Trump’s ongoing activity on the site.
Twitter Wants Users to #SeeEverySide
On @Twitter, music is happening.
— Twitter (@Twitter) June 19, 2017
Twitter has released three ads for the campaign. The first ad shows musician Chance the Rapper asking for opinions on what he should play at his show. David Crosby, a famous singer-songwriter and guitarist, tweets “How about any song with real instruments?” A school marching band member replies to Crosby saying that “Chicago Public Schools still got REAL instruments thanks to Chance” – referring to a moment in March of this year, when Chance donated a million dollars to Chicago Public Schools. The video shows a few more people debating the rapper, but ends with #SeeEverySide, emphasizing that music is another thing that people may not always agree on.
It’s a long way to GOAT.
Who do you think takes home the MVP? 🏆
— Twitter Sports (@TwitterSports) June 26, 2017
The second focuses on sports, starting with the question, “Who is the greatest of all time?” and then shows how dozens of people interpret the question in various different ways – arguing over which professional athlete is the ‘GOAT’ with someone throwing scientist Albert Einstein into the mix. The ad once again ends with #SeeEverySide as everyone is bound to have a different opinion on how ‘greatest’ is defined.
— Twitter (@Twitter) June 27, 2017
The latest ad subtly gets a little bit more political. The Weather Channel is shown tweeting about a heat wave saying “HEAT WAVE ALERT. Stay indoors. Stay hydrated. Stay informed!” This seemingly uncontroversial tweet set the Twitterverse off. A newscaster stuck outside dubbed the heatwave “#Summergeddon.”
National Geographic is shown in the video tweeting about melting icecaps, and a meteorologist replies saying that “Mother Nature is not happy with us.” This sparks a man on a golf course to reply saying that “Not all glaciers are melting. #ReadTheFacts.”
The golfer’s tweet is eerily similar to many those shared by President Trump, who denied the science of climate change on Twitter – according to Vox, a whopping 115 times. Trump tweeted in 2014 that “The entire country is FREEZING – we desperately need a heavy dose of global warming, and fast! Ice caps size reaches all-time high.”
The video depicts a man at his college graduation who replies to the golfer’s tweet saying “#AlternativeForecast” – a parody of #AlternativeFacts dubbed by Kellyanne Conway.
The video returns to the meteorologist who tweets in response to the ongoing thread that “people think they are meteorologists now.”
In a separate event, a bystander is shown recording a man breaking a car window with the tweet that “The heat literally drove this guy insane.” A woman is talking to her friend and in response to the video says that “they’ve got it all wrong.” She then tweets in reply to a previously not shown part of the video showing the man holding a dog that was left in the car, that he was in fact “rescuing that poor pooch…” This demonstrates that editing videos – as is done often in many political ads – can change the entire story.
The video closes with “Summergeddon is happening. #SeeEverySide.”
The video is a reminder of how easy is it to fall down the rabbit hole on Twitter and get into debates with someone we’ll never meet hundreds or thousands of miles away. It also shows the reach that the platform has and that anyone can become a part of the conversation simply by parring their thoughts down to 140 characters and hitting the ‘tweet’ button.