For years X (Twitter) struggled to address its unhealthy platform issues.
I uncovered an effective format for Twitter’s safety initiatives. We implemented a color-coded system—orange for unsafe tweets and blue for safe ones—and brought these tweets to life with dynamic text animations and sound effects. Data revealed a 31% increase in the average time users spent on Help Center sites featuring these videos, indicating that viewers were more engaged and spent more time watching the content.
Each video begins with a clear call to action: “See someone breaking our rules? Here’s what to do.” This approach not only clarified safety guidelines but also engaged users through compelling visuals and interactive elements.
Role: Creative Director Copy: Taylor Erin Production/Animation: Fellow
Each video begins with a clear call to action: “See someone breaking our rules? Here’s what to do.” This approach not only clarified safety guidelines but also engaged users through compelling visuals and interactive elements.
These 4 videos were dedicated to creating awareness and demonstrating platform tools. There were 12 additional videos created with other communication goals.
It took a massive effort to translate each of the videos in this series into 21 different languages (totaling hundreds of videos) for offices across the world to use.
How to mute an account:
Here we explain how we use technology to detect unsafe tweets: