Twitter

Who said Twitter was complicated?

Twitter has always had a learning curve. For the people who get it, it’s indispensable. The place they go first thing in the morning and last thing at night. But for everyone else, it can feel intimidating. Too fast. Too noisy. Too many unwritten rules that nobody ever explains. What’s a thread? Why are people quote tweeting? What does ratio mean? And the more we tried to explain what makes Twitter special, the more complicated it sounded. We were losing people before they even got started.

Here’s the thing: Twitter isn’t actually hard. It just feels that way when you’re on the outside looking in. The insight was a shift in approach. Stop explaining what Twitter is. Start showing people how to use it. And do it in a way that doesn’t feel like a tutorial. Nobody wants to sit through a how-to video. But everyone loves to laugh.

So we created ‘Let’s Go Twitter.’ A video series starring comedian Romesh Ranganathan. Funny, surreal, and surprisingly practical. Romesh didn’t talk at people. He brought them along. He walked through the platform’s features in a way that felt like entertainment, not education. How to follow a conversation. How to jump into trending topics. How to actually enjoy being on Twitter instead of feeling lost. The humor made it memorable. The tips made it useful. And the tone made people feel like they were in on the joke, not outside of it.

It worked. 20% increase in user engagement. 15% rise in new user sign-ups. And a whole lot of people who finally felt like Twitter was for them. Sometimes the best way to get people in the door is to make them feel welcome once they’re there.