Twitter revives familiar marketing strategy

As the social media powerhouse struggles to maintain the ability to thrive, execs look to an old motto. Here’s the gist of the approach and how it resurfaced online.

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Seven years ago, Twitter unveiled the slogan/ call to action: What’s happening.

This week, execs brought it back.

As Twitter tries to find its footing after slowed growth and increasing competition from other social media networks, it’s heading toward a rebranding of sorts—without actually calling it a rebranding. VIRTUAL SUMMIT: The mobile revolution is here. Reach customers in 2016 and beyond on their mobile devices.

In a blog post , Twitter CMO Leslie Berland wrote:

We heard loud and clear that those who use Twitter do so because they know exactly what Twitter is for and why it’s important in their lives. The majority of people who use Twitter the most told us it’s the best and fastest way to see what’s happening.

She continued:

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