Twitter has unveiled a long-rumored content-curation feature called “Moments.” But what are Moments, and what are the implications for brands?

1. Twitter | Introducing Moments
& Promoted Moments
October 6, 2015

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What is it?
On October 6th, Twitter unveiled a long-
rumored content-curation feature called
“Moments.”
The feature appears as a central tab on
Twitter's mobile + desktop platforms, offering
an editorial-style look at the most discussed
topics. The verticals include everything from
sports and entertainment to news, but they are
primarily centered around live events.
After selecting a vertical, users can scroll
through each Moment to view a chronological
stream of tweets — including text, photos,
videos and Vine clips — that are hand-
selected by Twitter's editorial team. Once the
event is over, the Moment is archived and no
additional tweets are added.
Introducing Twitter
Moments

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Why was it created?
Moments plays a key role in helping
Twitter attract new users and reclaiming
those who presently find the platform
unwieldy or unnecessary. While users
must currently spend a lot of time on the
platform to realize its value, Moments will
help do some of this heavy lifting for them
by effectively organizing the chaos and
presenting the “best of Twitter” with just a
click. Moments also demonstrates Twitter’s
response to the so-called "distributed
content” trend, competing with the likes of
Facebook Instant Articles and the native
Apple News app installed on iOS 9.
Introducing Twitter
Moments

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What are Promoted Moments?
Instead of slotting promoted tweets within
Moments feeds, Twitter has created a variant for
brands called Promoted Moments. The Company
describes them as “dedicated pieces of real
estate…where a brand can curate a series of
different tweets or Vines to actually tell their
story.” Like a Promoted Trend, Promoted
Moments will be considered “premium” purchases
and will thus be given significant visibility on the
platform (they’ll appear in every category list of
Moments). Pricing has not yet been disclosed and
testing will begin in “weeks, not months”
according to the Company.
Introducing Twitter
Promoted Moments

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What do brands need to know?
• Promoted Moments are ideal for brands that want to enhance their online storytelling
capabilities, particularly if they’re centered around real-time events or seasonal narratives.
• Brands can add as many tweets into their Promoted Moments as they’d like over the span of
24 hours.
• At launch, Twitter only plans to run one Promoted Moment per day, however the Company will
likely expand upon that number down the road.
• Users can share Promoted Moments with others on Twitter (or outside of Twitter), and they
can be embedded on publishers' sites for additional visibility.
• At this time, neither Promoted Moments nor regular Moments can include Periscope-powered
live-streams or interactive cards.
• According to Twitter, this new product is subject to change and the Company will be taking a
“test and learn” approach over the coming months to determine its functionalities.
• Twitter is considering making the same tweet-curation tools used by publishers available to
brands, however in the interim, Twitter’s brand strategy team will work with advertisers directly
to bring these Promoted Moments to life.
Introducing Twitter
Promoted Moments