Three Ways to Leverage Twitter’s New Storytelling Tool to Boost Digital Engagement
As storytelling continues to serve as a critical component of most event marketing strategies, social media is helping to guide the digital conversation. The “Stories” features available on both Snapchat and Instagram have become powerful engagement tools that offer a compelling way to tap into a brand’s culture, values and character. Now, a little late to the game but offering just as much marketing potential, Twitter has joined the storytelling ranks with its “Moments” feature.
Released in October 2015, Moments isn’t new, but its availability to the public is. The tool was first accessible to select publishing partners, then opened up to a broader group of influencers and creators in August before rolling out to the general public on Sept. 28. And while Moments was originally designed to make Twitter more user-friendly by highlighting important subjects being discussed on the platform, the feature is now being leveraged by companies looking to further engage their followers by offering a taste of their brand narrative.
Moments functions as a curated slideshow of sorts, showcasing a collection of tweets related to specific events or topics. Tweets can be pulled from any account, hashtag or keyword search and easily aggregated to create a Moment. Twitter recommends keeping Moments to around 10 tweets long, and encourages using a mix of photos, videos and GIFs to keep viewers engaged.
The potential for brands is easy to recognize: From product promotions to event recaps, the tool offers a creative (and unobtrusive) way for companies to share their brand story. Need a few tips on how to, ahem, “seize the Moments?” We’ve got you covered. Here are three ways to incorporate the feature into your digital engagement strategy:
1. Tout Your Products and Services
Twitter Moments is a more engaging way to demonstrate your brand’s products and services, and offers more detailed information than a single social media post. Starbucks recently leveraged the feature to promote its famous red holiday cups and did double time on its social media promotion by including a tweet that showcased its holiday-themed Snapchat filter, which featured carolers holding the cups.
2. Capture Behind-the-Scenes Content
Offering an insider’s look at your staff and events can help you connect with your audience by illustrating the human side of your brand. It’s also a chance to give viewers a glimpse of how your business operates. Allure magazine took the approach by using Moments to share a behind-the-scenes view of a day in the life of Editor-in-Chief Michelle Lee.
3. Promote Your Events
Whether you leverage the strategy to boost hype for an upcoming launch or to induce a little FOMO by offering viewers a recap of your latest experience, this one’s a no-brainer for event marketers. Bud Light used this strategy to offer a look back at its Bud Light x Lady Gaga Dive Bar Tour before the final show with a Moment featuring attendee tweets, GIFs and photos.