Twitter Lets Marketers Join Live ‘Moments’ Bet
Twitter is getting on the live content bandwagon that really got rolling with the recent Facebook Live push. Facebook added money and company priority backing to its live video option and shortly thereafter upped its Instagram game, so now just about every social network is betting its future on live content.
Unlike Facebook — which is pushing money to celebrities, publishers and influencers to increase its live video content — Twitter is expecting its users to come through for it on their own.
On Tuesday, Twitter Product Manager Gaby Peña (@gpena) writes on the company blog that “a broader group of creators will be making Moments, including influencers, partners, brands … and in the coming months, everyone.”
The post shows three brands already using the feature.
“Here are some of the new Moments recently created:”
— Budweiser (@budweiserusa) August 8, 2016
Here’s what marketers may want to know about Twitter’s expansion of Moments:
Marketers, Users Do the Work
“Now it’s asking its users to help compile these tweet collections,” writes Kurt Wagner of Recode on Tuesday. “It’s bound to create a higher volume of Moments, and as a result, a greater number of interesting or funny Moments people might actually want to see. That’s positive.
“The challenge will continue to be the same one Twitter already has,” he continues, “finding and surfacing the good Moments. Adding more volume doesn’t help with Twitter’s discovery problem.”
But So Far, Twitter’s Not Providing Much Direction
“Twitter declined to detail the process by which users will create Moments,” writes Ken Yeung of VentureBeat on Tuesday, “but it appears that it won’t be done through a standalone app and that everything created will be included in the Moments tab. Interestingly, this could initially be done through the company’s Facebook Mention-type app that’s geared toward influencers and celebrities. However, when the feature opens up to more users, Twitter will have to manage it so that its newest tab is not filled with a lot of noise — perhaps it’ll only display the best-of-the-best, like with trending topics?”
So … What’s Really New?
Much like Instagram is getting slammed for debuting a tool resembling Snapchat, Twitter is being chided for creating a tool much like one that already exists — Storify. The difference is, Storify is not nearly as well-known as Snapchat, so brands may jump on board.
“A week after Instagram introduced its almost-identical version of Snapchat’s Stories product,” writes Tim Peterson of Marketing Land on Tuesday, “Twitter has announced that it will roll out Moments, its less-identical version of Snapchat’s Live Stories product, to everyone.”
But aren’t brands already on board, with Twitter’s “Collections”?
In 2015, Target Marketing wrote an article about a new tool for marketers that let users scroll through pictures and “an editable group of tweets, hand-selected by a Twitter user or programmatically managed via collection APIs.” Huh. That sounds like Moments, right? But Collections had landing pages. … That look the same as Moments landing pages.
Yeung chimes in: “The difference between [Collections] and Moments is that the latter offers more media-rich content and is shared in a card format.”
(When I originally wrote about Collections, the tool was in beta. It appears as though brands stopped using the option in 2015.)
Ouch … That Burn Has to Hurt
Just days before Twitter’s announcement about Moments, Joe Lemire of Vocativ wrote this: “Twitter Keeps Trying to Make Moments a Thing: It will never be a thing.”
The timing of his Aug. 5 article had to do with the Olympics — the very kind of news story Twitter was hoping brands, influencers and users would curate with Moments.
While that was happening, Lemire thought it wasn’t really “a thing.”
“Suppose there’s a restaurant with a great menu, but there’s one item no one orders,” he says. “On Twitter, that item is the Moments tab.”
What do you think, marketers?
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