Why Twitter’s New “Moments” Feature Is An Important Update for Marketers To Embrace



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Twitter has more than 300 million monthly active users, and more often than not, it can feel a bit overwhelming, especially if you try to keep up with everything happening. It’s challenging enough to stay on top of your own personal network, competitors, industry news, and publishers, and everyone in-between.

“Moments” Help You Discover Twitter’s Most Discussed Topics

For these reasons, Twitter announced a new feature called “Moments” to make it easier for users to know more of what’s happening, what people are talking about, and what you missed while you we’re offline. A “Moment” is a series of tweets strung together around a specific topic, and many people are calling this one of Twitter’s more significant updates in the past few years. It’s not only important for users, especially new ones that might be intimidated by Twitter’s light speed pace, but it’s also going to impact marketers, community managers, and other digital professionals that use Twitter everyday.

Get Up To Speed, Regardless of Who You Follow

According to Twitter, “Conversations constantly take place between world leaders and celebrities, citizens reporting events as they happen, cultural memes, live commentary on the night’s big game, and many more.” Regardless of who you follow, these new “Moments” will bring you up to speed on the most important, relevant, talked about interactions taking place online, and events happening offline too.


Why Marketers Should Pay Attention

Above anything else, “Moments” will allow marketers and community managers to stay up to date with what’s going on. Perhaps you had no clue that National Taco Day was a thing, or when it takes place (it already happened, by the way), the new “Moments” feature is a great way for marketers to better understand possible conversations, trends, and events to join, or at the very least, just follow along.

Right now, Twitter is only working with a few partners to curate “Moments” on Twitter, which include Bleacher Report, Buzzfeed, Entertainment Weekly, Fox News, Getty Images, Mashable, MLB, NASA, New York Times, Vogue and the Washington Post. In the future, more partners will join Twitter, and after that, more and more involvement from the community will take place.

More Insights on Twitter’s Big Vision for “Moments”

When a user first signs up for Twitter, it’s a bit of an empty wasteland. Sure, Twitter encourages you to follow some of the more influential individuals and brands on Twitter, but following one account at a time as your first steps on Planet Twitter can be a bit overwhelming. “Moments” will play a role in the product on-boarding for new users. In fact, you don’t even need an account to experience Twitter “Moments”. They’ll be visible and accessible on just like Search for users that are either logged out or not on Twitter at all.

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How It Works, and How To Get Started

Users in the United States will be the first to access “Moments” with the rest of the globe to follow shortly after. Whether you have the new feature yet or not, you can interact with “Moments” if you discover a link to one in a Tweet, Direct Message, or embedded online.

When you click into a “Moment”, you’re taken to an introduction with a title and description, and from there you can start swiping to further engage with a story or event. You’ll see a combination of full-screen images, videos, Vine, and GIFs, and tapping an object will take you deeper into the Tweet. You can also double-tap your screen to Favorite a Tweet (sounds like Instagram’s user experience, right?).

There’s also a progress bar at the bottom of a “Moment” to let you know how much more content there is in that series, and you can instantly dismiss the “Moment” by swiping down (sounds like Snapchat’s user experience, right?). In case you’re wondering how Twitter “Moments” look and feel compared to other social platforms…

Comparing “Moments” to Features on Other Platforms

Twitter “Moments” strike a resemblance to Snapchat’s Live Stories, which aggregates and curates photos and videos around an event or location. Snapchat Stories are a bit different in the sense that they offer users a hyper-local, behind the scenes look into events and cities around the globe, but they lack the informational, contextual, and editorial elements that Twitter “Moments” is gearing up to deliver. Expect to see highly-visual, highly-informational strings of Tweets and content via “Moments” on Twitter.

Facebook and Instagram, right now, are not on the same level as Twitter for real-time content and news, which is Twitter’s bread and butter. Facebook is trying to step of their game with real-time content, especially with video through Facebook Live. but when something major happens on television, pop culture, news, sports, and everything in between, chances are you automatically turn to Twitter.

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