Twitter Expands Moments to Brands and Influencers

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Twitter Moments Budweiser

Twitter has announced it is opening up Moments to select influencers, brands and partners—aka “groups of creators”—with the ability to curate tweets around major events.

Moments is currently curated by Twitter’s editorial team as well as group partners such as BuzzFeed, Entertainment Weekly, Getty Images, NASA, The New York Times, Vogue and Major League Baseball. Top coverage includes news, social movements and the Rio Olympics.

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Twitter Moments Rio 2016 Team USA

The social platform announced the change on its blog this morning:

“When things happen in the world, people come to Twitter to see, experience and comment about what’s happening as it unfolds. The stories and voices aren’t always expressed through a single Tweet – they unfold across multiple Tweets and involve various points of view. Moments allow people to capture and experience richer stories reflecting the diversity of Tweets that, together, make Twitter so powerful.

To date, Moments have been created by our curation team and a select group of publishing partners but it’s always been our goal to open up this creative canvas to more people. Today, we’re excited to announce that a broader group of creators will be making Moments, including influencers, partners, brands… and in the coming months, everyone.

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.”

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Twitter’s original Project Lightning relaunched as Twitter Moments in October 2015. It’s all under the guise of storytelling as the latest old-is-new-again trick in the book.

“Twitter is following Snapchat and Instagram down the ‘Stories’ rabbit hole,” notes The Next Web. “Instagram and Snapchat have stories, which are literally the same thing. One snippet of text or media flows into the next, then it’s over. Moments isn’t quite so 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.”

Moments is fertile ground for advertisers, and Budweiser is one brand using Moments.

Twitter is fighting an uphill battle following disappointing second quarter earnings and a revolving door of management. “We’ve made a lot of progress on our priorities this quarter,” said CEO Jack Dorsey in Venture Beat. “We are confident in our product roadmap and we are seeing the direct benefit of our recent product changes in increased engagement and usage.”

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