Twitter Case

Twitter is an online social networking service that enables users to read and share thoughts by others on the site. Jack Dorsey began creating twitter while attending college at NYU. In 2006, he founded Twitter and has served as the CEO, chairman of the board, and the executive chairman of the company. His idea of Twitter came from working for a different social media site used to track bloggers. He thought how great it would be if ideas could be shared with others instantly in order to keep track of what they were doing. Twitter had a slow start, but when CEO’s and celebrities starting using twitter to “tweet” what they were doing, Twitter took off like a rocket and has not slowed down to date. Twitter took another huge leap in popularity after U.S. Presidential candidates began using it as a way to update their supporters while campaigning (www.biography.com/people/jack-dorsey-578280). Twitter has become increasingly popular among teenagers. In April 2014, a leading investment bank and research analysis company conducted a study reporting Twitter’s popularity surpassed all other social media used by teens besides Instagram. For the first time in the history of Facebook, Twitter proved to be a more popular choice by teens (http://www.piperjaffray.com). The YouTube video I am going to analyze “Twitter: discover what’s new in your world” gears its marketing strategy towards teens who are very familiar with the operational aspects of social media. The video accomplishes this through many different modes but mostly by its absence of words, only using the Twitter logo to do the “talking”.

The Twitter logo is a small blue bird. In most of the scenes of the video, the blue bird is the only thing in the shot the color blue. The logo is the main focus of each scene assuming the audience knows this symbol represents Twitter. Each separate scene, the blue bird appears until the viewer begins to look for it in each shot. Each scene also has the main focus on the blue bird with the background somewhat blurred so that the eye mostly focuses on the Twitter logo. This visual mode of the video is very clever encouraging the audience to focus on the blue bird logo more than anything else in the frame. The other items in each segment quickly become secondary to the Twitter logo. The visual mode of the video pleases the eye as the aural mode serenades the ear.

The music in the video is wordless and has a soft tone and pleasing rhythm. The sound slowly builds to the end where a click is heard. Music creates various moods to arise in the listener. According to Healthline News, researchers continue to find that music plays an integral part of our health and moods (www.healthline.com). An example of this would be a person listening to upbeat music would be in a more joyful mood. Another example would be when a person listens to a sad song; they are inclined to become more somber. Twitter’s aural mode of this video