The Rise and Influence of Black Twitter: A Cultural and Social Media Phenomenon

I finally got a chance to sit down and watch the docuseries, "Black Twitter: A People's History." I shared my thoughts on YouTube. But for this blog post, I wanted to highlight the history and importance of the platform and how Black audiences who used it MADE it.

I recall doing a social media workshop for elders, and at the time, Twitter was a mystery. One of the elders said, "I don't Tweet or Twat or any of that. My grandson tells me what I need to know, or we learn about things by word of mouth." I am sure that shortly afterwards, she was one of the most active and commenting on Scandal like the rest of us.

Let’s dive into the journey of Black Twitter and its profound impact on our digital world.

The Early Days and Twitter’s Emergence

Back in the late '90s, the internet began to flourish, giving rise to vibrant online communities. Early Black online communities like Black Planet, Net Noir, Black Voices, Very Smart Brothers, and even the music scene on Myspace allowed Black voices to carve out their own spaces in a digital world. These platforms set the stage for what would become a significant cultural force: Black Twitter.

When Twitter launched in 2006 with the simple prompt, "What's happening?" even the founders weren't sure of its potential. But it quickly evolved into a space for rebellion, humor, and real-time updates, all within 140 characters. Regular users quickly realized the importance of following the right people, and during events like Hurricane Katrina, Twitter became a lifeline for collective voices.

In 2008, Twitter saw a surge as users rallied to support Barack Obama’s presidential campaign. This period felt like the excitement of stepping into a club in a new outfit. At the time, Twitter was valued at $250 million, and people began asking about the nature and location of Black Twitter.

Hashtags and Cultural Movements

The introduction of hashtags in 2007 by Chris Messina during the California fires laid the groundwork for collective movements. In 2009, writer Ashley Witherspoon’s tweet, "#YouKnowYoureBlackWhen," galvanized Black Twitter, bringing cultural experiences to the forefront. Black Twitter then segmented into niches like Black Academic Twitter, Black Mom Twitter, and Shea Butter Twitter.

Notable cultural movements emerged, such as Deshawn Thompson’s #BlackGirlsAreMagic. Popular hashtags like #ThanksgivingClapback and #TwitterAfterDark showcased the community’s creativity and influence. Mainstream media began integrating ideas from Black Twitter, highlighting its growing impact.

The Obama Era to the Trump Era

During the Obama era, Black Twitter thrived, influencing TV shows like "Scandal" (#DemThrones) and viral stories like the 2013 Zola thread. Celebrities like Rihanna used Twitter to connect with followers, adding a new dimension to the platform.

However, the Trump era brought significant shifts. In 2016, Donald Trump announced his candidacy for president. Black Twitter, which had a complex relationship with him due to his influence in rap culture, reacted strongly. The platform’s algorithm began rewarding misinformation, and online harassment was incentivized, transforming Twitter from a Public Square into a space where hate thrived. Black Twitter used the platform to expose injustices and highlight issues, showcasing its resilience and adaptability.

Corporate Engagement and Cultural Recognition

During the docuseries, a cookout in California highlighted discussions about corporate engagement with Black Twitter. Brands began tweeting using Blackness for their products, but few Black people actually worked at Twitter. TJ Adeshola, one of the few Black employees, discussed the culture shock of being underrepresented.

God-is Rivera spoke about Black Twitter at a 2018 conference and was contacted by Jack Dorsey to become the first Global Director of Culture and Community. This led to the creation of the Blackbirds ERG and the hiring of Rembrandt Brown, boosting diversity and inclusion at Twitter.

The Pandemic and Beyond

The pandemic (referred to by some as the "panini") in 2020 saw Black Twitter’s creativity in full force. Despite initial misconceptions about immunity, the community used humor and innovative naming conventions to navigate the crisis. Versus battles on Instagram, featuring artists like Jill Scott and Erykah Badu, brought the community together online.

The murder of George Floyd in 2020 was a pivotal moment, merging online activism with offline action. Black Lives Matter resurfaced, and Black Twitter galvanized for the 2020 election, culminating in Joe Biden’s victory and the viral "We did it Joe" meme.

Challenges and the Future

Despite its influence, Black Twitter faced challenges. Online harassment and policy failures, particularly affecting Black women, highlighted the need for better protection and education on intersectionality. Elon Musk’s acquisition of Twitter in 2022 raised concerns within Black Twitter. Musk’s radical views on "wokeness" led to fears of increased hostility. Prominent Black voices left Twitter as it transformed into X, feeling the space was no longer safe.

The Legacy of Black Twitter

Black folks built Twitter; that can't be denied. But I saw others profit from it, which was a familiar pattern. Despite changes, Black Twitter - THE PEOPLE - remain the bedrock of social influence, an archive of history during pivotal moments. The community continues to shape social narratives, highlighting the importance of representation and collective voice in the digital age.

And, While We Are Here, A Word on Black Audiences and TikTok

Just as Black audiences shaped Twitter, they are now leaving their mark on TikTok. Trends like #BlackTikTok and viral challenges have showcased Black creativity and influence on the platform. Black creators on TikTok are driving major trends, from dance challenges to viral skits, further solidifying the impact of Black voices in digital spaces.

As we reflect on the evolution of Black Twitter, it's clear that its impact on media, culture, and social movements is profound. Black Twitter's ability to shape narratives and influence mainstream platforms underscores the importance of diverse voices in the digital landscape.

? New episode alert! ? Check out, "The Ajayi Effect" podcast to hear my full take on, "Black Twitter: A People's History"