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What is a Twitter Moment? And Why You Might Want to Use Them.

by Zia A., posted 20 days ago
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In late 2015 Twitter launched a storytelling feature called Twitter Moments. Three years later and still no one has heard of it. So what are Moments and why are we talking about them now? Read on to find out.

TWITTER MOMENTS: A TIMELINE

In 2015, Twitter introduced Twitter Moments – a way to post curated tweets revolving around a single topic or story, all in one place. 

Initially, only Twitter and its selected partners (Buzzfeed, Entertainment Weekly, MLB, the New York Times and the Washington Post) could curate Moments. Then, in August 2016, the platform widened that net to allow access to influencers and creators. A month after that, Twitter Moments officially became available to all Twitter users. Yay!

WHAT ARE TWITTER MOMENTS?

“Great,” you’re thinking, “glad to know I can use Twitter Moments, but what the heck are they?”

Twitter Moments are “curated stories showcasing the very best of what’s happening on Twitter.” With hundreds of millions of tweets posted each day, think of Moments as a way to sift through the haystack. A collection of tweets about a topic or event. They can be tweeted, liked, pinned, just like normal tweets, but when you open a Moment, you see a progression of posts, complete with a cover photo and intro. They’re kind of like a “best of” compilation article, giving you a more well rounded look at a topic or event.

Suffice to say, the company hasn’t exactly succeeded spreading the word. Mention “Twitter Moments” to the majority of users (even the majority of social media marketing managers) and you’ll be met with a blank stare. So pat yourself on the back superstar – simply reading this post already puts you ahead of the game.

HOW TO FIND AND INTERACT WITH MOMENTS?

Part of the reason Moments has had a slow start is, IMHO, due to design. Log on to the platform through different devices (i.e. desktop, mobile site, app) and you’ll struggle to figure out how and where to access Moments. Here’s what Twitter has to say:

  • Click on the Moments tab (the lightning bolt) to see customized Moments from today. You can select Moments categorized by News, Sports, Entertainment, Fun, and more.
  • When you see a Moment you’d like to explore, click it to view the entire story.
  • To like a Moment: From the top of a Moment, click the like button (click again to undo the like).
  • Scroll down through the Moment and click on any of the Tweets to view the Tweet detail. From there you can reply, retweet, and like.

Twitter Moments

HOW DO I CREATE A TWITTER MOMENT?

Now for where the rubber hits the marketing road – how do you create a Moment? According to Twitter, all it takes is 10 (somewhat) easy steps.

  1. From the Moments tab, click the Create new Moment
  2. Click the Title your Moment field to give your Moment a name.
  3. Click the Add a description field to type in a description for your Moment.
  4. Choose Tweets to add to your Moment:
    1. From the Add Tweets to your Moment section at the bottom of the page, quickly access content to select Tweets from Tweets I’ve liked, Tweets by account, Tweet link, and Tweet search
    2. To add a Tweet to your Moment, click on the checkmark
  5. Click Set cover to choose a cover image from one of your selected Tweets, or to upload an image from your computer. Drag your selected image to set a Mobile preview, click the Next button, then click the Save To change your selected image, hover over the cover image and click on Change cover media. After you’ve set your cover media, the source will be credited below the image.
  6. Once you have Tweets in your collection, click on the up or down arrow buttons to the right of a Tweet to move it up or down.
  7. Click on the delete button to remove a Tweet from your Moment.
  8. Next, click on the crop button next to any of your selected Tweets to make an image selection for mobile viewing.
  9. Click the Finish later button at the top of the page to save a draft.
  10. When you are ready to make your Moment live, click on the Publish button at the top of the page.

 Twitter Moments

BEST PRACTICES FOR BUSINESSES

Whether you want to launch a new product, build excitement for an event, capture trending industry news, or just raise awareness of your brand, Moments are an easy, interactive, and engaging way for you to tell your story. So what are the best practices to leverage Moments for your brand?

Tell a good story.

What’s the key to a good story? A clear beginning, middle, and end. Have a clear narrative structure for your Moment. Use images as dividers to help separate sections and provide structure and flow. Use interesting tweets to provide context and a storyline, grabbing the reader’s attention and encouraging them to continue on.

Keep it short.

Remember the old design adage – KISS. Keep it simple, stupid. Your Moment should be short and sweet, easy for people to consume. Use titles that are snappy and intriguing. Try to write a description in less than 30 words. Simplicity is key.

Don’t be repetitive.

If your narrative is exciting and original, readers will keep swiping. If you’re serving up old content in a new form, it won’t be long before they see through your smoke and mirrors and sign off. Keep content timely or timeless, with a clear focus.

A good picture is worth a thousand words.

Think carefully about the images you include. Fun GIFs, large typography, impactful imagery, and great illustrations can all serve as an initial hook to increase interest. Just make sure the tone of the images aligns with the tone of your brand.

Self-promote.

Big company news makes perfect content for a Twitter Moment. Highlight the people, voices, and perspectives surrounding your next big announcement or launch. Feature tweets from your team, partners, vendors, and of course your customers – shine a spotlight on your biggest fans!

Sponsor Moments.

As of January, brands have the opportunity to sponsor Moments from select publishers. That means they’ll integrate your brand into their Moment and promote it to their audience. More eyeballs for the win! The costs to sponsor a Moment vary by client, event, industry and audience.

IN CONCLUSION

Whether you’re promoting an event, or simply trying to craft more compelling content, Twitter Moments deserve a look. Take advantage of this feature and you’ll look like a pro to your higher ups. Plus gain new followers along the way.

 

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