DIGITAS PERSPECTIVE
June 2012
Twitter Unveils Expanded Enhanced Tweets,Tailored Trends
This week Twitter rolled out major platform changes that point to the social network’s emergence as amajor content-consumption destination.
Enhanced Tweets
In partnership with a number of publishers including The New York Times, The San Francisco Chronicle,Der Spiegel Online, WWE, Buzzfeed, TMZ, BET’s 106 & Park, Lifetime, and Dailymotion, Twitter ismaking it possible to view (and, with SoundCloud, to listen to) rich content within tweets. Previously, thiswas only possible with videos from YouTube and images from Instagram.As this is rolled out to users on the desktop, the ability to see this content will also be enabled in mobilebrowsers. Eventually, this will expand to include Twitter’s mobile apps as well.For content such as articles, Twitter will display an image, the headline, a 280-character summary that isseparate from the 140-character tweet, and a headline plus a link to the writer’s Twitter handle.
DIGITAS PERSPECTIVE
June 2012
Videos can include a video gallery of related videos below the main posted video that users can scrollthrough and click on within the tweet:
DIGITAS PERSPECTIVE
June 2012
Tailored Trends
Twitter has also introduced a major change to Trending Topics. Up until now Trending Topics simplyallowed all Twitter users to see, based on geography, what subjects and hashtags were trending basedon velocity at any given time.Users will still be able to see that but they now will have Tailored Trends as a default–trending topics orhashtags that Twitter’s algorithm has determined are most relevant for you. This will also power Twitter’s“Discover” section on desktop and mobile clients.Work with your team to apply these analytical models and identify the 10-15 most important things youneed to know about your customers. Focus on the information that helps you determine what they arelikely to do next and how you can create value for them that builds your relationship with them.
Early Marketer Implications
Currently brands are not able to take advantage of the new Enhanced Tweet capabilities with their owncontent pages outside of Instagram and YouTube—although we believe that eventually this will be thestandard for how Web content is displayed within Twitter—including brands' websites.
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Twitter Expanded Enhanced Tweets
Noah Mallin, VP/Group Director, Social Marketing, Digitas, discusses major platform changes that point to Twitters emergence as a top content consumption destination.
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