Like the advertising exec told the Journal: Until now, "there hasn't been a champion internally." Studies show that black and Hispanic users are rabid consumers of technology, as The New Yorker recently noted:
#TWITTER GAWKER HOW TO#
Maybe Twitter doesn't know how to talk about Black Twitter. Here is one theory: Perhaps it's not Silicon Valley once again exposing their bias, but rather a side effect of who gets hired and who gets funded. It feels like the only time it's acceptable to acknowledge that people who are not white and American use your app is when it's Chinese users-since China is straight owning us in the startup game-or when it's an abstract global numbers, like the data Instagram just released today. So why don't we hear the same kind of boasting about black, Hispanic, or Southeast Asian users? They'll brag about the size of their round, their number of female users. Silicon Valley startups like to show off-they need to do it to get funding and traction. If you've ever looked at Instagram's explore tab, then you've undoubtedly seen a… Bangkok Is Basically the Most Popular Location on Instagram Quora invented meaningless vanity metrics just to get a headline, but stayed mum about traffic surge from India. Visit Instagram's "Explore" page, and chances are you'll find a photo from a user in Thailand or another Asian country, a fact CEO Kevin Systrom half-heartedly acknowledged back in 2011. This tight-lipped approach to a diverse user base isn't unique to Twitter.Ĭheck out the "Popular" section on Vine, the video-sharing app owned by Twitter, and you're likely to find a number of black users, who have also influenced the type of comedy and content that goes viral on the app. Until now, she says, "there hasn't been a champion internally." Santamaria's hiring will help Twitter attract advertisers that appeal to racial and ethnic groups. Marla Skiko, executive vice president and director of digital advertising at Starcom Media-vest Group's multicultural division, says some advertisers are surprised to learn the demographics of Twitter users. Last month, Twitter began showing ad agencies data from a coming report saying that Hispanics tweet more often than other users and activity among them rises when the conversation is about technology. Santamaria says advertisers want to know more about racial and ethnic minorities on Twitter, from basic numbers to the languages in which they tweet. Now that it needs ad revenue, that's changing.Īccording to the Wall Street Journal, although Twitter has " rarely mentioned that its user base is more racially diverse," the company is suddenly "moving to capitalize on its demographics." To that end, Twitter hired Nuria Santamaria as a multicultural strategist to head up its efforts to target black, Hispanic and Asian-American users. But we've barely heard a peep about it from Twitter. Hilton wrote, "It's diffuse, powerful, and all around you." That's the kind of active, influential user base that startups dream of.
Last July describing the cultural impact of Black Twitter, Buzzfeed's Shani O.
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