Twitter is about to launch a new service in the UK called ‘moments’. The service aims to bring together the best content, including pictures, videos, Vines and GIFs, around specific events or stories. It is available via a new ‘lightning bolt’ tab on your phone, with content put into topics such as ‘news’, ‘entertainment’ and ‘sport’.
Clicking on a moment shows an introduction with a title, description and picture. By swiping right users can find more content related to the story, while a single tap gives a full view of the tweets, which can also be ‘liked’ or ‘retweeted’. A moment can also be shared.
The feature currently relies on Twitter’s own content team to curate the best tweets around the most interesting news.
The opportunity for advertisers
Currently, brands cannot access the tool but Twitter’s UK MD Dara Nasr said the introduction of ‘promoted’ moments is on the horizon, with a firm date for launch to be established by the start of 2016. Twitter is already in conversation with some brands that are keen to try out the service.
“We are speaking to our colleagues in the US trying to understand what works best [for brands]. We’ve had a range of clients use it there – Starbucks, Fanta, Macy’s, Warner Brothers”
“What we are trying to do is work out how [brands can] best utilise moments and understand what has worked best before we go with recommendations.”- Dara Nasr, UK MD, Twitter
The opportunity for Twitter
Twitter has described moments as its “most important feature ever” as it looks to boost consumer engagement and therefore advertising revenues. Twitter is “interested in” how an algorithm could personalise the content each person sees based on their interests.
Twitter’s main challenge is that while it has 90% awareness, only 30% of people are actually using it.
“The ideal product will bring people that are coming to us a bit, not a lot, to become more regular and people who have tried us before and maybe gone ‘this is confusing, I don’t get Twitter’ to come back and have a second go and see if moments bring them into content faster and helps them enjoy the experience,” said Geary.
The opportunity for Dentists
Whilst moments do not seem to be an advertising medium available to smaller businesses such as dental practices at the moment, this doesn’t mean that it won’t be adapted and rolled out into the future. Therefore, here at Dental design, we’ll be keeping a close eye on developments over at Twitter to see how ‘moments’ can be of benefit to our social media clients.
If you would like further information about social media for your dental practice, speak to a member of our team on 01202 677 277 and we’ll be happy to help you.