Can anyone see the lost tweets in Twitter Forest?

cadbury twitter

It always seems cruel. Reference to the philosophical question that asks whether a falling tree in the forest can be heard if there is no one around. Frequently, it is twisted into an analogy about content that nobody reads. Harsh but all too often true.

If there is a comparison to be drawn it is over a recent Cadbury campaign that ran on Twitter. The company asked Twitter users to post what they thought the Tastes like this feels strapline meant to them. The top 14 were taken and given the content treatment by the chocolate maker.

One piece a day was produced and posted to Vine by other users. A typical example is the tweet “Cadbury Dairy Milk tastes like winning the lottery”. Someone else produced a film showing exactly that.

All well and good. On paper it comes across as a good social campaign. This at least was what came across on Twitter Insiders – a forum to monitor the site – which asked people what they thought about the work.

Most liked the campaign and the idea. Obviously, there were different views but one common theme emerged. Nobody actually saw the work.

Typical reply:

I have not seen this campaign and I’m pretty sure that I follow Cadbury on one of my accounts too. I possibly saw the advert on TV though.

One would assume that Cadbury had gone to the trouble of sponsoring these posts. Perhaps the point is that you have more chance of missing something on Twitter than via the likes of Facebook. Yes, Facebook’s newsfeed algorithm is a pain in the bum, but what brand doesn’t boost posts these days?


In a way, this post backs up one from a couple of weeks ago about Twitter and whether it is the right platform for content distribution. It could be an issue as it looks like the channel is set to be sold off.

Yes Cadbury, you had a nice idea. But perhaps you missed a key point. Before you go into production, ask yourself this: yes or no, can you guarantee it will be seen?

(Edited 4 October) But then again, does it matter. The ad above had 1277 likes and 259 retweets. Does that mean it’s a failure?

Lost tweets from Twitter Forest
is part of Content24, the blog for London content marketing agency FirstWord.

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