Publisher guidance in the new normal

To help publishers navigate the challenges presented by #COVID-19, we’re sharing some resources, creative ideas, and tips so you can continue to engage your fans and followers.

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In recent weeks, our partners across the globe have been inspired to create compelling content to help their followers stay informed and entertained. We've seen our sports partners, such as MLB and Chelsea FC dig into their archives to let fans relive some of the top moments in their history. Chef José Andrés sent gratitude to the essential workers in the supermarket and medical fields. And, of course, our news partners like QuickTake are highlighting small businesses and what they are doing to combat the economic slowdown that has been caused by #COVID-19.

As more and more people come to Twitter every day — we’ve seen 24% YoY mDAU growth — to find news about #COVID-19, it’s important that we also give them a space to relax, an opportunity to laugh or be amused, and a place to find a sense of community.

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Despite cancellations of everything from sports seasons to live concerts, our partners are adapting and rising to the challenge to stay connected to their fanbase. We're seeing people really lean into this content, with a meaningful increase in engagements on monetized videos as well as an increase in conversations. In addition, the US market has seen healthy growth in video consumption across key categories, including entertainment (85%), news (73%), creator content (34%), and sports (31%)1.

If you’re struggling to engage or you are looking for additional inspiration, here are some brand-safe content ideas (with no mentions of the virus) to get the creative juices flowing:


Sports (151% increase in conversation)2

  • Video clips and photos from your archives
  • Streaming memorable games from the past
  • At-home workouts
  • Stay-at-home and encouragement messages from players


TV (135% increase in conversation)3

  • Binge-worthy shows
  • Q&As and live-tweeting (lots of live-Tweeting going on!) with cast members or onscreen personalities
  • Watch parties


News (120% increase in conversation)4

  • Uplifting stories of people helping others and their communities
  • Work-from-home setup and tips
  • Best practices on washing your hands
  • Discussions on financial markets
  • Showing how social distancing can be safe and fun

*Week-to-week increases in conversations on Twitter since 3/31/20

Hopefully, some of the ideas and examples above inspire you and show that there are many different approaches publishers can take to producing content during such unprecedented times. We’re all adapting to the new normal together, and we’re here to help you continue bringing your creative “A” game to Twitter.


1. Twitter Internal, Partner-managed accounts of Twitter Global Content Partnerships team

2,3,4. Twitter Internal


To see all of the latest steps Twitter is taking in response to COVID-19, visit covid19.twitter.com

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