Last week Twitter announced it would be rolling out new brand pages, similar to those that Facebook and Google+ offer.
What are the new features, benefits and changes that we should be aware of? Alison Battisby, Croud‘s Head of Social Media explains.
The redesign is more focused on the usability and the discoverability of content. The new brand pages give more power to advertisers and better support those using Twitter’s ad platform. It is also rumoured that Twitter want to improve their web based platform to bring users back from using applications like Hootsuite and Tweetdeck.
As you can see above, the first difference is the appearance. Twitter has moved the activity stream to the right hand side of the page. They have also made some slight changes like the ‘Tweet to @’ box to encourage users to tweet brands directly.
The second benefit of the new branded Twitter page is the large header image available for brands to display an image or logo as they wish. As you can see above in the Coca Cola brand page example, the large header image offers quite a bit of space to an advertiser. This is currently only available to launch partners such as Dell, Disney and McDonald’s to name a few, but will be free for all eventually.
Brands will also be given the opportunity to choose which tweets are displayed across the top of the activity stream, so that they can choose not to loose important messaging. It is unclear whether the brand will have to pay for this feature, by purchasing a promoted tweet. If a brand is using promoted tweets, these will definitely be displayed at the top of the Twitter activity stream. Any links within this tweet will auto expand without the user having to click on links, so video and photo content will be much more visible on a brand page.
The update now allows brands to separate their @ replies & mentions. This will be extremely useful for those looking after the community management and day-to-day engagement on behalf of brands.
The Chief Revenue Officer of Twitter said: “A tweet’s only 140 characters,” said Mr. Bain. “[Brand page are] like an invitation to learn more. When consumers want to learn more, spend more time or get deeper in terms of engagement, we think they’ll end up on the brand page.”
It will be interesting to see whether advertisers, or Twitter itself, send people to directly to brand pages rather than saying ‘Tweet us @….’
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