Nathan Yerian
Last December, Twitter announced and launched a major redesign for users that unifies and simplifies experiences across devices. Focusing on usability and aesthetics, Twitter has created a new platform for brands to attract and convert users.
Following the footsteps of Facebook and Google+, Twitter unveiled its interaction-friendly and visually appealing brand pages that are currently available to select customers. As Twitter says, the pages are designed to provide "a more compelling destination for audiences."
Among companies that have jumped on the boat to embrace this platform are @HP, @Staples, and @CocaCola. These brands' pages include everything from skyscraper product shots, banner advertisements, and integrated video -- instant attention grabbers and powerful engagement tools. In contrast with the conversation and content-centric Twitter of the past, new pages are highly focused on conversions.
As of right now, Twitter's pages are only available to a handful of brands; however, the platform will become more accessible within the next few weeks or months.
Be armed and ready with a strategy. Here are several reasons how the new Twitter brand pages can benefit any company:
Logos, graphics and brand messages will be more prominent.
On Twitter, short and sweet phrases are worth a thousand words, and marketers often need to make the most within rigid 140 character constraint. From a psychological perspective, companies need to leverage Twitter to make a strong impression; however the platform currently features a slew of conversations and brands. In other words, important pitch points can become lost in a sea of chatter. With visually prominent pages, brands can make even stronger statements with unique and compelling messaging.
Website integration will keep people shopping around.
As bounce rates indicate far too often, keeping people engaged on a website is a difficult task. With the new Twitter, users can "favorite" tweets directly on the brand's website. This action keeps users engaged longer, providing additional user experience signals for SEO value.
More distinction from personal accounts.
Currently, personal and brand profiles are indistinguishable from one another. With upcoming Twitter pages, that ambiguity will disappear, and the two types of accounts will have distinguishable sets of feature. In other words, brand pages will be more conducive to broadcasting while individual accounts will remain geared towards relationship-building, networking, and communication. Usability distinctions between personal and brand objectives will become more clear.
Featured tweets will allow marketers to highlight campaigns.
Businesses will be able to pin select tweets above their timelines, which is especially helpful during ongoing campaigns that need consistent promotion. As a result of this static page feature, Twitter will become a stronger broadcasting tool, especially during marketing campaigns and promotions. This feature may also be helpful in driving conversions. For instance, retailers may choose to feature coupons, deals, freebies, or promotional offers to new or returning users.
Brands will have an easier time sorting replies from mentions.
With Twitter's current UI, it is difficult to pinpoint whether a user is talking about a brand or with a brand. For marketers, this distinction is invaluable, as it is important to maintain an appropriate level of interaction with users. The new platform will help community moderators make a judgment call more quickly.
Most Importantly
Twitter's new pages facilitate engagement through visually appealing media channels that speak beyond 140 characters. Over these next few weeks, while you prepare for their release, keep an eye out to see how big brands are experimenting with this platform's new features. Engage with them to get the full user experience perspective. Use this knowledge to get ready to connect with your own audiences. For added insight, ask your audiences what they think of these brands and what they'd like to see from yours.
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