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The New Twitter
The revamped look of Twitter.com's interface is a definite step towards evolution. Even before its launch, the social media circuit was abuzz with speculations like whether this new interface would actually be a crowd puller or would twitter loyalists oppose this change.
What is new about Twitter?
The new interface is attractive and user friendly that promises to attract more new users and retain old ones. At first glance the changes are not very obtrusive. Fact is the real change lies more in the experience and less in the outward appearance.
Earlier, the design was bland with too much text and minimal visual input. In comparison the current design is richer, more interactive and therefore faster. The column on the left containing the timeline and tweet streams is mostly the same but the column on the right containing follower count and trending topics is wider and contains a new 'detail pane'.
This feature increases the chances of discovering other twitter users through improved tweet engagements. By clicking on a tweet on the left column we can view and interact with the content of that tweet on the detail pane.
This feature also improves engagement with twitter followers. Clicking on the name of the twitterer on the left side of the screen displays information about him and his recent twitters in the detail pane on the right.
Twitter has also integrated multimedia into the stream. So depending on the nature of the tweet we may get to see videos, maps and pictures. Besides this we will also be able to click on hashtags - for up-to-the-moment results, products on E-commerce sites and also send replies as well as RTs with a single click.
On the old Twitter interface performing actions like re-tweeting were time taking as they required typing or going onto a new page. Now all that the user needs to do is click and the action is performed.
Basically, what the new interface has is an integrated platform. It may not be all that new but there is a definite scope for experimentation here.
The search function in the new version is very well etched out. The search now provides a comprehensive list of everything - from tweet links to the tweets nearest to us. It customizes the search completely with the added bonus of being able to save 'frequently made searches'.
The new interface allows users to do personalized segmentation by specifying geographical or regional preferences. So, not only does it place 'trends' in the centre of the twittering world but also allows users to follow tweets from a country or region might be interested in.
What's in it for digital marketing?
Based on the assumption that Twitter is able to win back its users from 3rd party sites then in that case twitter's chances of earning revenue from their platform can be very high.
As an extension, digital marketing experts using twitter to promote their brands will also reap benefits.
Enhanced visibility of their brands through shared photos and content is a possibility that digital marketing experts need to explore in depth. By consistently providing pertinent videos, photos and other content, digital marketing experts can push user engagement, thereby promoting their brand visibility.
Perhaps the most significant change ushered in by the new Twitter for digital marketing experts is 'commercial' segmentation. 'Promoted tweets' and trending topics will now have a greater impact.
On the new twitter it is easier to segregate 'promoted tweets' from the other trends. This segmentation creates a certain transparency that can win the trust of users and benefit the digital marketing experts. Digital marketing experts can now use 'promoted tweets' to promote their brands ensuring better returns on digital marketing campaigns.
On the flipside, because of the new robust interface, the customized background themes carrying product branding or useful information like URLs and contact details have almost lost visibility.
Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk
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