Twitter crosses enemy lines in search of new friends

Twitter has joined Instagram — only six years late to the game. 

Unfortunately for Twitter, being slow moving isn't new to the platform that has struggled with product innovation and user growth. But it's a new year for Twitter, and the company is on a kick to grow, especially in live video and on its core app.

SEE ALSO: 'Everyone wants us to win' — Twitter's marketing chief on the company's future

The move to leverage Instagram's 600 million monthly active users to grow its base of 317 million comes just days after Twitter cut its losses by converting its Vine app from a social community to a camera and by selling off Fabric, its developer platform, to Google. 

Clearly, marketing Twitter itself is still a priority. 

About a year ago, Twitter hired Leslie Berland, an executive at American Express, as its first-ever chief marketing officer. She has helped oversee a brand marketing push, under the tagline "What's happening," that has involved billboards and other outdoor ads. 

In fact, the ads in the Wall Street subway station in New York City match what Twitter posted on Instagram Thursday. 

"Questions and answers, statements and trends - it’s happening right now on Twitter all around the world," Berland wrote in a blog post about the campaign.

The launch drew a mix of congratulations and confusion on Twitter. 

Kevin Weil, who flew the coop at Twitter as head of product in February 2015 to join Instagram in the same role, referred to the move as "cool" and suggested to follow it. He did.

Others weren't so impressed.

As to what you'll see next, a Twitter spokesperson offered this: "You’ll have to wait and see! Follow us!"

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