How Brands Will Benefit From Twitter’s New Feature ‘Moments’

Twitter finally launched its curated content, stories product Moments with an indication that Promoted Moments will be tested soon with brands

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Twitter, the 140 character network has been the primary source of information for almost every other breaking news. Today, before a news room reports a story, it first trends on the network. Taking this further with the motive of simplifying the platform, Twitter has finally launched its much awaited curated news product – Moments.

Moments – curated content and stories

Twitter writes, “When you open Twitter today you’ll see something new: Moments, the best of what’s happening on Twitter in an instant.” Moments helps you find the best of Twitter as easily as tapping an icon – regardless of who you follow. Just visit the new tab called Moments, where you will discover stories unfolding on Twitter.

If you don’t see the lightning bolt tab on your phones or desktop either you need to update your Twitter app or have to be patient before Twitter it rolls out completely.

Tap on the bolt tab to open up a list of Moments that matter now. As new stories keep emerging throughout the day, Twitter will continue to update this list. You can also swipe through to topics including “Entertainment” and “Sports” to find more stories from the past few days. Full curation guidelines can be seen here.

Each Moment starts with an introduction and description. Start swiping to dive right into the story, with immersive full-bleed images and autoplaying videos, Vines, and GIFs. A single tap gives you a fuller view of the Tweet, which you can favorite, Retweet, and more.

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The progress bar at the bottom indicates how much more each Moment has to offer. At the end of a Moment, click the share button to tweet your thoughts, and send it out to your followers.

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For stories that update quite frequently such as live sporting events, Twitter provides an option to follow the Moment, which blends the Tweets directly into your timeline. “So you can keep track of the latest updates in real time without having to tap back and forth between tabs. When that story ends, so do the Tweets, leaving your timeline just as it was before.”

Right now Twitter is doing the curation along with help from a limited set of partners like Bleacher Report, Buzzfeed, Entertainment Weekly, Fox News, Getty Images, Mashable, among others.

Promoted Moments – content and stories by brands

Moments entirely focuses on helping people find and digest great content and stories, on any topic. It also reflects an opportunity with this new product for marketers who would like to reach out to a set of audience who are on the lookout to discover new information, ideas, and stories. “With the immersive media canvas within Moments, we believe there will be many opportunities for brands to integrate content and stories in the future,” said Twitter spokesperson to Marketing Land.

The spokesperson also informed that the company is talking to brand partners about Promoted Moments that would bring the commercial angle to the released feature. It is also being said that testing would start soon, in “weeks, not months.”

Providing more details on Promoted Moments, the feature will give brands the opportunity to tell complete stories in the multimedia format, which is especially immersive on mobile devices. They will be tested in a range of topics, including real-time events, seasonally relevant stories and “authentic narratives around a brand’s values.” Promoted Moments will be given prominent placement within the guide of the day’s top Moments and run for 24 hours — similar to the way Promoted Trend is placed within the Trending Topics list.

“There are so many possibilities for brands here — but we’re starting slowly to ensure we learn from what users like best in this environment.”

For the time being Twitter plans to go slow and run only one Promoted Moment at a time to start with and that  promoted content will appear on all the category lists (which at the moment are News, Sports, Entertainment and Fun). Promoted Moments will have all the same functionality as standard Moments, reported AdWeek.

It would be too early to start praising about Twitter but looks like the company is getting in shape after it was announced that Jack Dorsey is the new CEO of Twitter. There are quite a few questions being raised on how the new CEO will divide his time between two companies – Twitter and Square, at a time when the latter is planning to go to IPO later this year.

Leaving the leadership debate aside, Twitter has to solve the ongoing user problem and the subsequent effect on revenue streams. During the last earnings call, Jack had stated that Twitter will have to simplify in order to get its user problem sorted. Moments is one such feature through Twitter will hope to get a spike in users.

Additionally, Moments will give Twitter an opportunity to focus on live events – a market that other players like Snapchat and Facebook are also targeting. Following Moments and Twitter’s ability to update Moments in real time should make it a sticky feature.

Exciting development launched at the right time with a new CEO and co-founder at the helm. However Q4 2015 earnings call would be the right time to pass a verdict on the feature and assess how much trust the network has regained from its investors and the Street.