For now, Twitter is making most of them itself, but it’s also inviting media partners to make moments of their own, and eventually expects that the bulk of the collections will be created by outsiders. They can be viewed in the app, shared via links, or embedded on third-party websites. Are there really so few words in the English language, people?) A moment is a collection of tweets. So what is a moment, exactly? (For starters, it’s not Facebook Moments. It was a rare instance of a software company announcing a new feature long before it shipped - and it spoke to the pressure Costolo was under as CEO to deliver a radical change. But in June, two days before he would resign as CEO, Dick Costolo revealed the product’s existence to the world. Initially, there were doubts about whether Moments would ever see the light of day - "it was maybe almost killed four times," one person familiar with the project told me. Dick Costolo, then Twitter’s CEO, scheduled weekly check-ins with the team. (Dryer and her husband are big fans, and she wanted to give other fans the experience of using Twitter as a companion to the games the way they do.) #GameTime was among Hack Week’s winning projects, and soon it was promoted to product development, where it got a codename: Project Lightning. And then, when the game ended, those accounts would fade back into the background.ĭryer and Fan built a prototype, which they called #GameTime, in honor of the New England Patriots games that had inspired it. Dryer and Fan imagined bringing you the most interesting commentary, stats, pictures, and videos from an event, without you having to know anything about who or what to follow. One of Twitter’s chief frustrations is the certainty that there are better tweets out there than the ones that you’re seeing - and you have no real way of finding them. For their contribution, product designers Alli Dryer and Wayne Fan decided to take their Twitter timelines during a football game and infuse them with the best tweets about the game. The latest re-imagining of Twitter began in January during a hack week, when employees set aside their day jobs to work on other projects. The company continues to lose money, and it’s unclear how it can generate significant profits without attracting millions more active users - and the advertisers that will follow them. Moments arrives at a critical time for Twitter, which has seen its stock price plunge amid uncertainty about its leadership and the failure of previous attempts to increase usage beyond 300 million or so people per month. Madhu Muthukumar, the product manager for Moments, put it to me this way: "We’re looking for people who have either tried and kind of given up, or people who use it and know there’s good content there but for one reason or another they haven’t really gotten the experience that we all get out of it here - which is this rich, amazing source of the world’s voices." The company hopes to draw back some of the hundreds of millions of former Twitter users who abandoned it - while appealing to the many more who have yet to try it. Trending searches, video and live streams are now heavily featured here.Moments, which takes the form of a new central tab on Android, iOS, and the web, is the result of more than 10 months of reimagining the way average people might want to use Twitter. While Moments are still a part of this section, they’re no longer the only draw, or even the main one. Earlier this year, the company introduced an “Explore” section on mobile that took over the spot Moments once held. Twitter ultimately decided to demote Moments in its app. Nor did they replace the “tweetstorm” as a means of sharing longer thoughts - manually numbered and connected tweets are still hugely popular on today’s Twitter. Moments’ existence also didn’t spur more sign-ups for the service, as the company had perhaps hoped. Creation tools didn’t become available to regular users until November, 2016. The feature was first only available to brands and influencers, which could have slowed their adoption among Twitter’s user base. But instead of images, they string together a collection of tweets to tell a story. Like Stories, Moments are designed to be simple and quick pieces of content. The idea is that this data will aid in crafting better-performing Moments in the future.Īs a refresher, the Twitter Moments feature was first launched in 2015, as something of an answer to Snapchat Stories. This will allow Moments’ creators to track how well their content is working on Twitter, by offering details on opens, likes, shares and more. Twitter Moments, Twitter’s own take on short-form content told as a series of connected tweets, are today getting their own analytics, the company announced today.
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