Twitter Moments: How Marketers Can Tell a Richer Story
For all B2B marketers and content creators out there, you now have a chance to transform your Tweets into rich stories that grab your audience’s attention. How? Through Twitter Moments.
‘Moments’ is Twitter’s hottest new feature that’s gotten everyone eager to try it out. It allows you to easily curate stories and showcase the very best of what’s happening on Twitter. Moments serve as another way to keep track of your favorite Tweets, or to create your own engaging digital slideshow. In other words, you can choose your favorite Tweets from your accounts or others, and combine them into a beautiful story.
Previously, Twitter only gave an exclusive group of users (its employees and news publishers) the privilege to create Moments. Luckily for you though, it’s now available for everyone!
But how can you as a B2B marketer get started with Twitter Moments to create eye-catching and viral-worthy masterpieces? Let’s go through the details.
How to View and Create your Own Moments?
If you simply want to view other users’ Twitter Moments, all you have to do is click the ‘Moments’ tab (and select any Moment that you’d like to explore from your preferred category e.g. Entertainment, News, Fun).
Note: The Moments tab is currently available in the United States, Canada (English), Australia, United Kingdom, Ireland, Brazil (Portuguese) and Mexico (Spanish).
Once you’ve entered a Moment, scroll down to view all the Tweets that it’s comprised of. From here you interact with the Moment in the same way that you would with any regular Tweet by retweeting, liking, or replying to it.
For everyone who wants to make a Moment – starting today you can! Creators everywhere can now tell stories with Tweets. pic.twitter.com/ZJtNBoTPWf
— Twitter (@Twitter) September 28, 2016
Use Moments to Tell a Better Marketing Story
In an age where anyone can generate content, Twitter Moments give you the extra tools to express your creativity and professionalism. It raised the standards of your content by shifting the focus towards quality, rather than quantity.
1. Keep your titles short, but descriptive
The title is probably the most important element of your Moment because it’s going to be the first thing that grabs your audience’s attention. That’s why it needs to be eye-striking, informative, but not give too much away. It can propose a question, give a taste of an important story relevant to the industry, or assure readers of some helpful tips and information.
Just as Tweets limit you to 140 characters, you should also limit your title length to 8-10 words so that it gets readers straight to the point.
Here is an example of our first Moment:
2. Make your description insightful
The description serves as a 1 to 2 line summary on what the Moment will be about. It’s like painting a picture in your reader’s mind of what to expect once they click to view the content. Similar to the title, the description should spark curiosity. Imagine yourself reading the synopsis of a book – it should give you a glimpse into the storyline, entice you to read more, but it must not ruin the ending!
3. Pick an irresistible cover photo
If the description is the synopsis of a book, then the photo is the book cover. Your job as a marketer is to connect to your audience’s emotions. Choosing an image or a GIF that your audience can relate to, laugh with, easily recognize, or even go “WTF” at is a great way to start. Have fun with picking the right cover photo but make sure that it’s relevant to the Moment itself.
4. Make the Content Interesting
Now for the content!
The Tweets inside a Moment can be your own or belong to other users. Twitter recommends that you keep your moments snackable by including 10 Tweets. When it comes to showcasing your marketing content inside a Moment, there are several ways to go about it:
- A variety of topics, 1 content type – As a B2B marketer you probably have a set of topics that consistently guide your content, such as lead generation, inbound marketing, sales, or perhaps IT. When creating your Twitter Moment, you can include your top 10 blog posts that focus on various topics (and that you’ve already Tweeted about). This way followers can quickly swipe through your story to consume the information that’s most relevant to them.
- 1 topic, a variety of content types – If you’ve Tweeted your blog posts, white papers, webinars, infographics, case studies, or any type of lead-generating content, a good idea would be to select the ones that focus on the same topic (e.g. Inbound Marketing) and publish them as a single Moment. If you haven’t posted your various content pieces on Twitter yet, well now’s your chance to get started!
A combination of created and curated content – Besides showcasing your own content pieces inside a Moment, you can also balance it out with a series of Tweets created by other companies. To curate content on Twitter, you can:
- Choose from Tweets that you’ve liked or retweeted in the past
- Pick Tweets from specific accounts
- Find Tweets that talk about a specific topic by searching keywords and hashtags (#)
Even when pulling curated content into a Moment, there should still be a consistent theme that guides your story – whether it’s setting a specific topic or choosing the same content types.
- Showcase a new feature or product demo – When Twitter first announced its new ‘Moment’ feature, it shared a Moment of its own with some personal tips and advice. You can also create a Moment to promote a new product launch by bringing in articles, images, GIFs, and videos, that shed light on the key details of the launch. It’s a creative and engaging way to familiarize users with your updated features.
- Incorporate rich media – You can help bring your Moments to life by attaching GIFs, images, Vines, and videos! Adding multimedia to your Tweets not only makes your stories richer, it also helps them generate more engagement. In fact, GIFs generate 6X the engagement than basic text, while videos lead to 9X more engagement.
Which Tweets will you be capturing to build your ‘Moment’? How will you use ‘Moments’ to promote your marketing message? Let us know in the comments below!