Twitter gets more promotional

It won’t impact retailers’ bottom line as much as the new Buy Now button, but Twitter is continuing its evolution into more of a sales-oriented digital platform.



Twitter is testing a new feature called “Promoted Moments,” which builds on its Moments offering that was launched at the beginning of October. Twitter Moments allows users to click on a special tab and view a curated list of stories considered to be the “best” on Twitter.



Consumers can browse Moments by subject, such as entertainment or sports, and dive into content such as videos and GIFs. Moments are updated throughout the day, with existing stories having new content added as it develops.



Now Promoted Moments let brands develop and control their own promotional Moments. Promoted Moments will be part of the general Moments feed for 24 hours, but identified with a special badge.



The first Promoted Moment, a promotion for the upcoming film “Creed,” was tested on Oct. 25. More Promoted Moments will be released in the near future. Twitter realizes that a lot of consumers use its platform as a primary means of Internet access, which makes it valuable to retailers’ omnichannel strategies if leveraged correctly.