Twitter Moments Launch & What it Means for Brand Marketers
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Twitter launched Moments on October 6th, 2015 as curated collections of content from across Twitter on various topics. Moments allow for multiple content types and the ability to sequentially tell stories. While similar to Snapchat stories, Moments are less location-based and more focused on conversations. Twitter plans to roll out brand tools to allow 100% curated Moments, and see potential for advertising integration in the future to promote Moments and sponsor events.
Twitter Moments Launch & What it Means for Brand Marketers
- 1. TWITTER MOMENTS OVERVIEW & RECOMMENDATIONSOCTOBER 6t h , 2015
- 2. 02 C O M P E T I T I V E C O M P A R I S O N 03 M A R K E T I N G A P P L I C A T I O N 01 O V E R V I E W
- 3. MOMENTS LAUNCH 01 Twitter Moments launched on October 6th
- 4. MOMENTS OVERVIEW 01 Overview: Moments are Twitter led curated collections of content from across the Twitter ecosystem. Relevance to Brands: Moments will extend the shelf life of content and provide new avenues of discovery by consumers through topics and events they are interested in. Moments are currently available in the United States Only.
- 5. MOMENTS USER EXPERIENCE 01 Overview: Users can access moments through the lightning bolt in the middle of the main navigation. Tapping it opens a list of moments from the day or various topics that include news, sports, entertainment and fun. Relevance to Brands: By placing moments in the center position of the navigation, Twitter is focused on ensuring that consumers shift consumption behavior to include moments.
- 6. MOMENTS CONTENT TYPES 01 Overview: Moments can consist of multiple content types including full-bleed images, videos, Vines, animated GIFs and regular tweets. Relevance to Brands: By allowing multiple content types from multiple sources, Moments can quickly provide deeper context for real world events or campaign beyond 140 characters.
- 7. MOMENTS CONTENT ENGAGEMENT 01 Overview: Each individual piece of content in a moment can be re- tweeted or marked as favorite. When a consumer has reached the end of the moment they have the option to share it. Relevance to Brands: Each individual piece of content can serve multiple purposes. Either as a stand alone tweet or as an element of a moment. Moments are shared as a whole and new updates to a moment show up in consumers newsfeeds as regular tweets.
- 8. COMPETITIVE COMPARISON 02 Overview: Moments are very similar to Snapchat’s Live Story feature. Note the similarity in the side by side comparison. Relevance to Brands: Snapchat is ephemeral and Twitter is conversational. Moments may have a greater impact for Twitter due to public accessibility and discoverability of content. Also, Twitter will be rolling out a brand controlled option soon whereas Snapchat maintains control of curated content with a pay to play model.
- 9. COMPETIVE COMPARISON 02 Overview: Snapchat leverages event specific geo-fencing to curate user created content to create 3 to 5 minute live stories. Relevance to Brands: Twitter’s approach is less dependent on location and more focused on the conversation and context of the content being delivered.
- 10. COMPETITIVE COMPARISON 02 Overview: Snapchat has rolled out a comprehensive mobile ad experience that integrates user-submitted snaps with Snapchat’s full screen ad units. This normally includes four units plus an event geo-filter for content. Relevance to Brands: Snapchat definitely has a head start when it comes to monetizing Live Stories. The Twitter team stated that initially Moments will be focused on the stories with advertising options coming soon.
- 11. MOMENTS FOR BRANDS 03 Overview: Twitter’s goal with Moments is to slow the flow of information down and extend the shelf-life of content while also providing new avenues of discovery to conversations and content across the Twitter Ecosystem. Relevance to Brands: One of the key differentiators for Moments is that Twitter will be turning over the tools to create branded moments that are 100% curated by the brand. This allows the ability to create topical moments that can draw a consumer into a deeper more immersive experience on Twitter.
- 12. MOMENTS = SEQUENTIAL STORYTELLING 03 Overview: Moments brings sequential storytelling capabilities to Twitter. In the past, the only way to apply a narrative approach to the platform was to leverage a 3rd party experience that was only accessible through a specific call to action. Relevance to Brands: Enabling the ability to craft brand narratives that seamlessly integrates with created, co- created, integrated and curated content opens up possibilities to create immersive experiences that can sustain themes for longer periods of time leading to more opportunities for organic discovery.
- 13. MOMENTS = 100% BRAND CURATED 03 Overview: When I discussed opportunities for Moments and brand marketers, the Twitter team told me that initially brand tools will be rolling out soon with alpha brands debuting at the end of this month. Relevance to Brands: The initial brand tools will focus on providing tools that allow 100% owned and curated moments by the brand. The ability to sponsor real world moments is not available immediately, but may be on the roadmap in the near future according to the Twitter team.
- 14. MOMENTS = PORTABILITY 03 Overview: One additional feature for Moments is the ability to embed a moment on a 3rd party site. Relevance to Brands: Similar to how Vines can be embedded, it is possible to extend the reach of content by embedding brand created moments on other owned properties such as .com, blogs, etc...
- 15. MOMENTS + ADVERTISING 03 Overview: Initially Moments will roll out without an advertising suite of products. Relevance to Brands: You can see the potential of Moments and how advertising will play into the platform. From promoting moments to sponsorship with real world events, the ability to target new audiences with contextually relevant and immersive experiences can create new opportunities to connect with consumers and create additional value for brands.
- 16. Q U E S T I O N S A B O U T T W I T T E R M O M E N T S ? C O N T A C T T O M E D W A R D S , C H I E F D I G I T A L O F F I C E R , A G E N C Y E - M A I L : T O M . E D W A R D S @ E P S I L O N . C O M F O L L O W : @ B L A C K F I N 3 6 0