Twitter has announced that in the coming months it will open up its Moments feature to businesses, influencers, brands and news partners.
While the Moments feature has been an element of the platform for some time, these changes will fundamentally change how businesses can interact with their customers on Twitter.
What are the changes?
In their current form, Moments are content slideshows, curated by Twitter. From tweets to videos, vines and GIFs, what appears to users is heavily curated: while largely topical, all content in the Moments tab has been compiled either by Twitter or its selected partners.
Twitter will now open up the feature to influencers, partners and brands, allowing users to contribute more organic Moments to the platform. This will also allow businesses to have better access to their customers, and find a broader reach for their content.
What does this mean for your business?
If used correctly, the Moments feature will give customers the chance to see a business up close. This has the potential to give them an inside look, which can build loyalty and trust: making the most of this, however, will require businesses to create their most engaging content.
Similar to the “stories” feature on Snapchat and Instagram, the opening up of Moments will mean your business needs to think outside the box. Selfies and mundane activities won’t cut it: as with other platforms, contributing to a Moment means engaging visual content and showcasing what makes your business unique.
And, as always, small businesses will need to constantly adapt and reassess their social media strategy: learn from what others are doing, experiment, and make it work for your business.
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