November 1st, 2017
Last year, Twitter began allowing all users to create “Moments,” a tool that allows users to create their own curated stories from self-made and other users’ Tweets alike. With today’s marketing world focused on storytelling and connection-building with users, it’s no surprise that companies have already jumped on using Moments for campaigns.
So how can you use Moments to tell stories? Should they even be a part of your social media strategy? Today we’re going to discuss these question so you can take the right steps toward creating your own Twitter Moments strategy.
Moments is a flexible tool that gives companies ways to curate tweets for different purposes, including:
Companies can use Moments to promote upcoming events. Include all relevant Tweets (e.g. event information, sneak-peaks) into this Moment for users to access at their fingertips. Companies can also curate user-made tweets from during and after the event so everyone can see what a hit it really was.
Curated content is nothing new to marketing, yet Moments gives companies another avenue to share industry-related news to their followers. Organize Moments around an industry-related event or relevant news topic. Similar to weekly-roundups, Moments can feature the most talked-about stories over a certain timeframe.
Moments gives companies the opportunity to showcase what leaders in their industry have to say. One way to do this is to create a Moment that includes what influencers have to say about a particular event or topic. On the other hand, if influencers mention or reply to your company, use Moments to show you’re being talked about!
If your company has been using Twitter for a while, then you already have a great deal of content that can be used for your Moments! For instance, you can group together your best-performing tweets into Moments related to content type (e.g. video, gifs, and memes). If your company has videos, infographics, or other shareable content published on other sources like your company blogs, tweet them and include them in their own Moments.
The power of Moments lies in the fact that stories help users make sense of the world around. This is especially important with Twitter, where 500 million Tweets are sent per day. Before you start using Moments, take some time to review companies that have successfully used Moments to grow their brand. The E! hit show The Royals, for example, used Moments to pull together highlights from the latest season premiere. Pepsi used Moments to showcase a behind-the-scenes peek into the Super Bowl halftime show.The power of Moments lies in the fact that stories help users make sense of the world around. Click To Tweet
Both examples showcase a story for users to follow. For businesses like yours, take a step back and figure out what kind of narrative your audience might be interested in. Do you customers use your product in fun and unique ways? Does something about your business stand out that others might find interesting?
As with any social media tactic, Moments should be leveraged in conjunction with your overall social media strategy. In fact, reviewing your efforts could help you identify those powerful stories for Moments.
For example, if your strategy revolves around sharing content from influencers, you can use moments to organize these Tweets for your users. Maybe a Moment around a particular topic or a group of influencers would work best. If you hold regular twitter chats to ask and answer relevant questions in your industry, a Moment may be the best way to summarize the most popular questions and answers. If you’re focused on promoting your own content, creating Moments around users’ replies may be best.
While Moments can be a great way to engage users, you need to make sure it’s a right fit for your marketing strategy. If you’re just starting out with Twitter, for example, you may want to hold off on moments until you see what kind of tweets work best with your audience. Maybe you don’t have enough shareable content yet to create Moments worth sharing with users.
The decision to move forward with Moments will be different for every company. Even if you aren’t ready for Moments yet, this is a great example of how storytelling is moving to the forefront of social media, and marketing in general. Companies need to prepare to engage with their audiences in more personal ways. As with any long-lasting relationship, it’s those special moments that matter.
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