Exhibit 15.0   Twitter’s “What’s happening?” tagline stands for “what’s happening in the world and what people are talking about right now”.


Twitter is a powerful marketing and marketing research tool that has played a role in the rise and fall of brands, including individuals such as government leaders. This chapter on Twitter marketing focusses on the effective use of the platform for advertising, and engaging and connecting with consumers.


What’s happening? As suggested by the tagline, Twitter connects people with moments that are happening. It is a powerful marketing platform to announce events such as product launches, engage with consumers, build awareness, and generally communicate and connect with a target audience. It is also a useful research platform for marketers to study how people view their brands and their competitors’ brands.

Twitter’s scale and impact can be gauged from the following statistics (Source: hootsuite 2019):

  • 500 million tweets (5,787 per second) are sent every day.
  • 326 million users every month.
  • 80% of twitter users are affluent millennials.
  • Twitter is the number one platform for government leaders.
  • 75% of B2B businesses market on Twitter and 65% of B2C.