Dive Brief:
- Moments is now available to all users on the desktop version of the micro-blogging platform, and will eventually be available for mobile users as reported by Recode. The news follows an announcement from Twitter last month that Moments would go wide following a period when only media partners could use it.
- Moments is a feature that compiles tweets into a larger story than can be told with a single tweet and the platform's 140-character limit.
- One value in moments is it allows users to put together a group of what they might consider some of their best tweets and get those in front of a larger audience. Getting any individual tweet seen is a challenge on the platform given the ephemeral nature of its user timeline.
Dive Insight:
Because Moments had been limited to a group of brand partners, many marketers – along with the rest of Twitter users – were shut out of the feature. It should be interesting to see how marketers take advantage of the ability to package tweets into stories, as well as how Twitter users make use of the feature.
Opening Moments is another example of Twitter making itself a bit more user-friendly. After months of speculation, Twitter made a change to its iconic 140-character limit by not including attached media such as images or video against the limit giving users a bit more space for text in tweets. It released a direct message button that brands can put on their websites as well as made changes to brands’ profiles emphasizing customer service. And it now allows brands to partner with live video creators giving marketers another way to reach viewers engaged with the popular format on the platform.
After a rough year of poor quarterly reports and lagging user base growth, Twitter looks to be poised for acquisition. Currently Disney, Salesforce and Google are all interested in the social media company. The social media world was caught by surprise in June when Microsoft bought LinkedIn for just over $26 billion.