Twitter will soon open up Moments to all users.
Twitter will open its storytelling product, Moments, to everyone.
Twitter’s Moments feature is about to get bigger.
The company is opening up Moments to a slew of new partners, including brands, and plans to make the feature available to anyone in the next few months.
Previously, Twitter’s Moments — collections of tweets that follow a specific news stories or other conversations unfolding on the social network — have been curated by the company and a handful of publishers (including Mashable). With the expansion, Twitter is adding a bigger group of people into the mix, including influencers and brands.
Among the new Moments “creators” are activist DeRay Mckesson, ad agency VaynerMedia and brands like Nike and Budweiser’s Lime-A-Rita.
⚡ Extend your summer with Lime-A-Rita https://t.co/kdRscRpTl8
— Lime-A-Rita (@LimeARita) August 8, 2016
According to Mashable, eventually, Twitter plans to open up Moments to everyone, with a bigger expansion “in the coming months.” At that point, any Twitter user will be able to create their own Moment, though the company hasn’t said how this process will work.
But whether the expansion will have have any measurable impact on Moments (or its ability to retain new users) is another question. For many users, Moments, which launched last fall, is remembered more for a controversial design choice (remember the rage-inducing blue dot?) than any of its content.
Still, Moments represents an important part of Twitter’s strategy as it hopes boost user growth. CEO Jack Dorsey has continually touted Twitter’s ability to “show everything the world is saying,” but to new users, the important conversations can be difficult to find or easily lost. Moments, with its photo- and video-centric collections, offers an easy way around that for new users.
“We think it’s a really great way for new users to Twitter, users who haven’t built that perfect home timeline yet, for them to be able to understand and appreciate all the incredible things that are happening on Twitter,” Twitter’s global curation lead Andrew Fitzgerald told Mashable in an interview earlier this year. “We think of Moments as an extension of content discovery on Twitter, beyond the search function.”
Now, with new creators at the helm, it appears there will be more content for Moments than ever before, which is good news for those new users.