Exploring the impact Twitter has had on language and culture

Flamingo partnered with Twitter to understand exactly how the platform has impacted our culture and the way we use language, including what makes Twitter content successful and where its unique appeal lies.

Flamingo used a semiotic research approach to uncover insights from big data sets, leading to tangible recommendations around how to help people use the platform more effectively. 

The consumer marketing team at Twitter has made the findings of the research central to the first consumer marketing campaigns the company is running in the UK. It is informing not only content for Twitter ads, but helping people within the business to understand key target segments and how Twitter can make its platform more appealing to them. 

The work won the ESOMAR Qualitative Excellence - Peter Cooper Award 2016 and the ESOMAR Best Paper Award 2017.

"The consumer marketing team at Twitter has made the findings of this research central to the first consumer marketing campaigns the company is running in the UK. It is informing not only content to go in Twitter ad creatives, but also helping understand key target segments and how Twitter can make their platform more appealing to them.

"The understanding of culture on Twitter -- and Twitter as culture -- has changed how Twitter thinks about and speaks to new and lapsed users through their campaigns. This is demonstrating the value of the research for application within the organisation even before it is used with external partners."

Sara Picazo, head of UK ad research, Twitter

Milly Liechti