The “Moments” update just changed the game of Twitter marketing.

With 500 million tweets shared between Twitter’s 270 million active users every day, no one individual can find the content that matters within the spreading expanse of posts. You can’t risk missing interactions between the biggest names in music, breaking news from around the world, or live coverage of your favorite sporting events. Not to mention that on a social media platform infested with about 20 million fake accounts, it can be nearly impossible to know which accounts to follow for consistently relevant and accurate information.

With their new update, Moments, the Twitter team both solved this dilemma and opened up an innovative new channel for advertising.

A new lightning bolt-shaped tab has been added alongside those for Home, Notifications, and Messages — this is the Moments feature, which displays a list of the newest, most relevant content being shared on Twitter at that moment. The update is user-friendly and intuitive, allowing you to navigate through each Moment easily and quickly. If the title of an individual Moment intrigues you, clicking on it expands the tweet so you can explore the story further with pictures, videos, Vines, and GIFs. Find a fascinating story you want to check up on later? Follow the story, and when new information is posted, it will update automatically so moment-by-moment coverage flows right into your Twitter timeline.

 

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This move is a big deal for Twitter, which, despite its numbers, was falling behind in new users and ad revenue“Twitter has struggled because it has a unique language all its own, one that’s hard to grasp for outsiders,” says Garett Sloane in a Digiday article. “At the same time, it commands mass attention every day of people looking to discover what’s going on online and in the world.” Moments is now attracting new customers and creating alternative ways for users to interact with the platform, and it looks like Twitter’s best chance of staying popular among future social media consumers. 

“It’s a big deal,” says Chris Tuff, EVP and director of business development and partnerships at 22squared. “You already see the effect [of] bringing focus to what Twitter wants to be and where they’re already excelling, which is real time.”

It is stated in Twitter’s official blog post introducing the update that while most Moments are put together by their own curation team, some are “contributed by partners like Bleacher Report, Buzzfeed, Entertainment Weekly, Fox News, Getty Images, Mashable, MLB, NASA, New York Times, Vogue and the Washington Post. While we’re working with a small group of partners now, we plan to expand it in the future.”

We can now safely assume that the pool of Moments contributors is sure to expand in the near future. If Moments gains popularity, it will be up to media strategists to identify the content that will entice new users.

 

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There is one significant clue as to what kind of content will receive the most attention: the Moments page itself. The structure of the page emphasizes visual content, since high quality images and autoplaying videos are what predominantly catch the viewer’s eye as they scroll down the list of stories.

Adam Simon, head of strategy at IPG Media, explains how prioritizing visual content will benefit companies marketing on Twitter: “For advertisers, you always want to associate your brand with positive or exciting emotion. Having that rich visual lets you do that. It also lets you tell better stories.”

Of course, the advertising market isn’t going to abandon Facebook for Twitter without a confirmation that the experimental new feature is going to be successful. Marketers who have their eye on Twitter Moments will wait to see if the update gains a following, and to figure out what type of content will be popular among the growing user base. But the potential Twitter now holds is sure to inspire fresh advertising ideas, especially as big name brands begin to experiment with Promoted Moments.