What Happened
Earlier today, Twitter officially launched Moments, a brand new way for users to discover top tweets and for brands to reach a wider audience. Previously known as Projected Lightning, this new Moments feature presents editorially curated collections of best tweets in regard to various news items and live media events. With this new feature, users can now easily find the top tweets of the moment in a separate tab across Twitter’s mobile apps and desktop sites, therefore shifting its content focus from a user’s timeline to breaking news and events in real time. Major publishers like BuzzFeed, The New York Times, and The Washington Post have signed up to try out this new product. Twitter also reportedly has deals in place with a number of unnamed brands to run ads within the collections in coming weeks.
What Brands Need To Do
This new feature makes content discovery on Twitter easier and quicker, especially for casual users. Therefore it enhances Twitter’s appeal as a go-to site for real time news and events, which in turn brings a bigger audience for brands. Moreover, it also provides brands specific channels to reach different audience segments based on their interests, such as a sportswear brand reaching sports lovers by live-tweeting a major sports event. Although Twitter’s selections seem to be fairly news-centric at the moment, we can already foresee brands of all types getting on board during live media events with high-quality, timely tweets to get a piece of the amplified attention.
Source: The Verge
Promotional image courtesy of Twitter