Twitter announced today that brands and influencers will now be able to create Moments, Twitter’s curated storytelling tool. Brands, influencers and partners can start creating immediately, while Moments will be open to everyone in the coming months.
According to Twitter’s blog, “Moments allow people to capture and experience richer stories reflecting the diversity of Tweets that, together, make Twitter so powerful.” They add on that “by extending this creative format to more people, and eventually to everyone on Twitter, we are giving people a new and dynamic way to tell their stories.”
Major influencers and brands have already begun curating their own moments. Allure used Moments to illustrate what a day in the life of their editor-in-chief is like, Budweiser got up close and personal with its America can, and Black Lives Matter activist DeRay Mckesson used Moments to show “the birth of a movement.” Mckesson said in the news release on Twitter’s blog, “Moments allows us to collect and curate Tweets to tell stories in new ways. It’s a powerful Twitter feature, continuing to help build community as we engage specific topics and events.”
— deray mckesson (@deray) August 9, 2016
— Allure (@Allure_magazine) August 9, 2016
This update could provide a much-needed boost to Twitter who, according to TechCrunch, has seen a 40 percent drop in revenue growth and slow user growth. The article also indicates that, in order to increase visibility of Moments, creators will have a dedicated tab on their profile.
Opening Moments to everyone could help add some value, however. Moments is utilized most often to round up news events from around the world, leaving news at the fingertips of users. Having influencers and brands create Moments, rather than just the curation team and publishing partners, could help the 59 percent of Twitter users who get their news from Twitter more easily access news and important events.
The update also comes at a crucial time when other key social media platforms are making changes to better suit their users. Last year, Snapchat debuted their Discover tab, which makes it easier for media and brands to showcase news and stories. Instagram also just unveiled Stories that, much like Snapchat, allows users to showcase moments from their day in a slideshow storytelling format. Instagram released an Explore tab last year as well.
The key difference among these three platforms, according to The Next Web, is that Moments aren’t as hurried. “You’re free to linger on a tweet or video, and scroll back through just as you would with your timeline. Moments and Stories are the same in one way, though: you carry the narrative thread.”
Once Moments opens to everyone, will you be using it?