How to “Get” Twitter


Previously known as Project Lightening, Twitter has launched Twitter Moments. It is designed primarily to make content more discoverable for new users who might be overwhelmed by the platform. Twitter now curates content around key moments without necessarily relying on a hashtag. They essentially bring to the forefront news, entertainment and sports issues of the day.

Our take

This is Twitter’s attempt to keep relevant in the ever evolving consumer initiated demands of social media. Twitter Moments aligns with the overall frictionless exchanges trend by simplifying the user experience. For Twitter this is also about commercialisation, with Promoted Moments being sold in a similar way to Promoted Trends – a 24 hour opportunity for brands to build a conversation around an event. Brands need to stay relevant, improve responsiveness, and most importantly work out how to resource these evolving platforms.

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