Twitter is attempting to lure in the marketers with a raft of enchancements that upgrade the facilities of the platform.
The site is famous for allowing users to provide updates with 140 characters or less, but the new “re-engineered” Twitter.com aims to provide an easier, faster, and richer experience.
On the site, users will see the familiar timeline, yet underneath each Tweet is a handful of information, deeper context and even embedded media. By clicking on an individual Tweet a details pane slides out on the right and reveals this content.
The site has a cleaner timeline and a rich details pane which instantly adds more impact to individual Tweet. Users no longer have to click “more” to view additional Tweets.
The developments also all for the embedding of photos and videos directly on Twitter while the related content allows users to see replies, other Tweets by that user, a map of where a geotagged Tweet was sent from, and more.
Clicking on a username now reveals a mini profile without navigating from the page, which provides quick access to account information, including bio and recent Tweets.
“These changes will roll out as a preview over the next several weeks starting with a very small percentage of registered accounts tonight,” Twitter announced in its official blog.
“During the preview, you'll be able to switch back and forth so you have time to grow accustomed to the way things work. Eventually, everyone will have the updated version of Twitter.com.
“The new features on Twitter.com are great news for online marketers and will ultimately provide Twitter with a far more efficient way of making money than its previous ‘promoted tweets’ ads,” explained Louis Halpern, CEO of Halpern Cowan.
“All of the new features are designed to increase users’ engagement with the content other users post – whether it be video from YouTube or geotagged maps from FourSquare, users can now see everything in a slick, self-contained window without having to click through numerous pages. The implications for brands using the new features are great.”
He added, “Earlier this year Pixar were one of the first companies to pay for promoted tweets, in the run-up to the release of Toy Story 3 – opinion among experts is very much divided as to whether this paid trending tactic actually worked but, had the new twitter embedded video features been available pre the launch of the movie, imagine how much more compelling the promotion would have been. Rather than just seeing the static text “#toystory3” in the trending box, you would have been able to see trailers of the movie, comments that your followers had made on it and where it was going to be screened near you.”
“Naturally the new features will take impressions away from other third party sites creating more potential for the site to earn increased ad revenues but you can’t deny that it will provide a considerably richer and more engaging experience to consumers”
Tanya Goodin, CEO of search and social conversion agency Tamar said the developments meant that Twitter was now a 'destination website' more than ever before.
“It is gunning for Facebook, but cleverly avoiding a direct dogfight. It’s more an information network than a social network and so is offering much, much more,” she added.
“Twitter has been clever, quite aggressive and this should put paid to all the bleats of ‘yes but how are they going to monetise it?’ In a word – stickiness. More eyeballs staying longer will be a very attractive promotional play for brands.”
“It’s a hugely significant change for Twitter and squeezes the blood supply to the Twitter desktop apps that have fed off it. It opens up the experience to brands and advertisers, making the experience so multimedia rich that the revenues will surely follow. It’s a game changer. With the 're-launch', Twitter hasn’t just kept ahead – it has leapt ahead.”
Evan Williams, Twitter CEO (@ev) says the service is signing 370,000 new users a day and while Facebook has passed the half-billion user milestone, recent data suggests the new-user numbers are declining so it may be that FB has peaked, which gives Twitter a commercial space to occupy.
“The implications for SEO are all in real-time search. Twitter has announced 16 partnership deals so if Google is taking results directly from these, then tweets will be pushed even higher up Google's natural results,” said Goodin.
“The move is also very good news for brands - adding multimedia in-stream gives them far more flexibility, creativity and control over messaging. If they'd had this a few weeks ago the Old Spice guy could have been a smash hit on Twitter rather than YouTube.”
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