Case Study: Twitter achieves consistent, scalable content strategy and terminology governance with Writer

Designing for a (healthy) global conversation: How Twitter does content strategy

Twitter’s content strategy team — supporting 190M+ daily active users and 5,000+ employees — faced the challenge of scaling consistent, research-driven voice and terminology across product and safety features (from article nudges to misinformation labels and Safety Mode) while moving away from ad hoc spreadsheets and multiple, conflicting styleguides. To address this, Twitter adopted Writer (using Styleguide, Terms, Snippets and the Writer browser extension) to give hundreds of internal writers a single source of truth for tone, terminology, and real‑time guidance; 500+ Twitter users already use Writer.

Writer hosts Twitter’s canonical styleguide and terminology, enables governance workflows and term deprecations, and provides automated in‑context feedback so cross‑functional teams can write faster and more consistently. The result: less editorial re‑work, clearer legal traceability, quicker rollout of updated language, and measurable product impact — for example, the article nudge produced +33% more people reading articles before retweeting and a +50% increase in users cancelling a retweet after reading — showcasing Writer’s contribution to better writing and healthier conversations on Twitter.

Twitter