Will Moments help Twitter transform into a storytelling platform?

It seems Twitter HQ had a little shake-up this week. Gone are the days of content exclusively from their publishers or in-house team. On Tuesday, the micro-blogging platform announced that brands and influencers will now get their chance to use Twitter Moments.

This is a big step for Twitter. Opening the doors of their “creative canvas” brings them into a brand new playing field. No longer will the site be viewed as just a channel to share reactive content, collect quick responses and share hashtags. Creators and brands will now see Twitter as a platform to use for storytelling ( without having to write multiple 140-character posts). The potential missing key to all of Twitter’s problems.

I don’t know about you, but I barely use Twitter moments. It’s not as interesting as Snapchat’s Live Stories or Discover page. Any good marketer knows, it’s no longer good enough to just churn out content. You have to create a story to really engage the consumer with and connect with them. Twitter’s Moments lacks this ability and just seems like a compilation of tweets and articles.

Whereas Snapchat’s Live stories with its variety of brands, publications and creators doesn’t. The storytellers on Snapchat are sharing experiences and attempting to connect with their audience.

It leaves an impression and makes them remember that brand, influencer or person. Consumers share content they connect with, exposing the brand and Snapchat to a new audience. As a platform struggling with user growth, being exposed to a new audience is more than needed for Twitter right now.

I think it’s fair to say that, this feature is long overdue.

Hopefully, opening the doors to more curators and being more accessible will be a step in the right direction to keeping up with other big social media players like Instagram and Snapchat. Original and engaging stories are needed to compete with the other platforms, especially if Twitter intend to attract bigger publications.

Check out one of the first influencer curated Moments here, it’s by civil rights activist DeRay.

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