Are you wondering what’s changed to your Twitter account recently? The much-anticipated release of Twitter’s ‘Project Lightning’, dubbed ‘Moments’, has come to the UK and it has the potential to represent a major shift in the way we consume content.
How does Moments work?
Since its launch in the US two months ago, Twitter has been recruiting journalists in the UK to curate its content. The aim is to present the best content from across the web in a meaningful and organised way. Twitter Moments updates throughout the day and is divided into sections including news, sports and entertainment.
What does this mean for news organisations?
By flagging the most talked-about news stories, Twitter is attempting to change the way its users behave. Today, when anything happens across the world, it is first reported about on Twitter and traditional media outlets are playing catch-up. But the social media service has received criticism in the past about its lack of editorial direction. Twitter Moments is supposedly here to change all that.
Twitter’s UK launch partners for Moments include Sky News, VICE, Buzzfeed, BT Sport and more. The social media platform has taken bold first steps into the realm of editorial because instead of sending its audiences off-platform via web links, Twitter is now urging publishers to present stories within the frameworks of their social platform.
What does it mean for marketers?
Twitter Moments will no doubt make it easier for the average person to find and enjoy popular conversations happening around the world. But how will this impact business?
Twitter understands that brands have the potential to drive meaningful narrative and this move is effectively opening the doors for marketers. By presenting information in a way that is simple to digest, Twitter is hoping that this newspaper-like context will extend its reach to more people, thus attracting more companies to want to advertise on the platform.
This is just the beginning
Twitter Moments is a fresh opportunity for companies to start rethinking their content strategy and approach to media publishers. The creativity of brands and users is increasing as more tools are developed to allow them to publish to social media.
Twitter is just beginning to experiment with this concept and with the rumoured introduction of Promoted Moments, which will be authored by brands and be featured in the Moments guide for 24 hours, it represents an exciting time for marketers to get their messages on a wider-reaching, more appealing platform.
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