In October of 2015, Twitter unveiled a new feature dubbed “Moments” which collected and curated tweets. This allowed users to keep up to date with trending news without having to follow hordes of accounts. Later, Twitter made this feature available to the public, enabling a wide range brands, businesses, and influencers to create personalized Moments for their followers and others.
In this guide, we’ll walk you through the basics of crafting a Twitter Moment and integrating it into your existing social strategy. Afterwards, we’ll move on to more advanced topics and show you how Moments aren’t just for recapitulating tweets, and have incredible potential for driving engagement and drawing in new followers.
So let’s get started.
Twitter Moments: A How-To
Twitter has generally managed to give businesses powerful tools for spreading their message and strengthening their brand without being overly complex or technical. This is true of Moments as well, as you can create a high-quality Moment in less than half an hour.
- Find the “Moments” tab located on the same column as your Likes and Followers
- Hit “Create new Moment” to get the process started
- Choose a title, description, and picture. Remember, these are the face of your Moment, be sure to make a strong impression and draw the viewer in
- Add tweets, this includes tweets from other accounts as well as your own
- Publish the Moment for all to see.
Once you’ve created a Moment, you’re free to add further content and edit as you like. Other users can like and follow your moment, but cannot contribute additional tweets unless you allow it. You can also track your engagement metrics to view statistics such as:
- Unique Opens
- Completion Rate
If you need more detailed instructions on crafting a Moment, click here and check out the official Twitter Help Center guide to creating Moments.
4 Tips For Maximizing Your Twitter Moment Engagement
If you already have a firm grasp on content marketing and social strategy best practices, then a lot of these tips are going to seem familiar. Twitter Moments are much like other content forms; they’re more likely to resonate with your target audience if they’re timely, relevant, and well-authored.
However, Moments compare most readily to collage marketing, which is a bit off the beaten path for many marketers. Unlike blogs, tweets, and videos, you’re typically not creating anything new when making a Moment. Instead, you’re assembling similar tweets into a cohesive whole that tells a story or conveys a message. Here’s how to master the medium:
#1 Vary Your Tweet’s Content
We know, you’ve amassed a lot of sick burns and witty one-liners over the past year and want to show them off in your moment. That’s cool and all, but unless you’re like the Wendy’s Twitter account and have elevated your trash talk into an art form, people will get bored of text post after text post. Try to include multiple tweet types, like:
Variety is the spice of life after all.
#2 Tailor Your Moments To Specific Events
We all remember the now-legendary Oreo’s Superbowl blackout tweet, right? Well, whether you’re sick of hearing about it or not, that tweet exemplifies the kind of real time marketing power Twitter lays at your fingertips.
Though you may not have as wide a reach as the Oreo company (yet), you can certainly take advantage of trending events like the Oscars, sporting competitions, and any kind of gathering related to your industry by creating a themed Moment to mark the occasion.
#3 Create Product Reels
After a product becomes available to the public, consumers often take to social media to share their views and experiences concerning it. Using Twitter Moments, you can gather and curate these tweets to form a professional demo reel showing off your satisfied customers in no time.
#4 Organizing Tweetstorms
Tweetstorms have officially entered the modern lexicon, and for good reason. These rapid-fire tweet blasts are now being employed by everyone from enterprising entrepreneurs to the President of the United States.
Unfortunately, due to the nature of Twitter’s feed, these tweets can often be read out of order and/or lacking proper context. Now you can organize a tweetstorm into a Twitter Moment and include relevant tweets from other accounts to provide context and easy readability.
At FEAD MEdia, we believe that storytelling is key to marketing, and Moments are an incredibly valuable tool for creating cohesive narratives on one of the world’s most important platforms. If you want help telling your brand’s story, get in touch. Let’s see what we can create together.