Twitter is set to open up its Moments feature to a select set of brands, influencers, and publishers, allowing them to create their own tweet collections. Besides Twitter’s own editorial team, Moments was previously only available to a limited group of media partners such as Buzzfeed and the MLB. Now, Budweiser, Allure Magazine, and activist DeRay McKesson are among the first to try out the new tool. Twitter says it will gradually roll out the feature to all users in coming months, but will continue to rely on its editorial team to determine which ones get published.
What Brands Need To Do
By opening up the Moments feature to brands and influencers, Twitter is making yet another tool available for marketers to capture Twitter users’ attention. Moments allows brands to string a series of rich-media tweets together to craft an engaging narrative, and brands seeking to reach customers on Twitter should consider giving it a try or working with an influencer to push out brand messages.