For many people, Twitter is exciting, but confusing. Our research showed that new users often struggled to understand what the platform was for, how to find their people, or how to get the most out of features like Spaces, Communities, Twitter Blue, and more. If they didn’t feel confident early, they didn’t stick around.

We partnered with Product Marketing to build an onboarding experience designed to help new and returning users become “pro Tweeters” by Day 90—starting with a series of educational videos delivered through in-app surfaces, dark posts, and promoted tweets.

The Creative Approach

We kicked off with Lesson 1: Getting Started, released as a six-video series. Each one walked users through key actions and behaviors, blending real and fictional tweets with friendly, people-first visuals to reflect the kind of interactions users could expect.

Visually, we leaned into Twitter’s expressive design language: duotones, halftone textures, bold color blocking and supers—giving each video its own energy while keeping the series cohesive.

Once the core assets were complete, we partnered with the localization team to adapt scripts, visuals, and references for global rollouts—ensuring cultural relevance and visual resonance across all major regions.