Just a few short weeks after Twitter launched Moments, it’s already gearing up to start the monetization process. Promoted Moments will have brands curate some of their favorite tweets from around the service relevant to the promotion and pack them neatly in Twitter’s newest feature.
The advertisers will get 24 hours to display their Promoted Moments with Twitter’s goal being that eventually there will be one Promoted Moment each day. They’ll look and act just like regular Moments, except of course they’ll include a disclosure about the sponsorship.
Twitter’s revenue growth has slowed and the stock price has fallen significantly in 2015. With the company rushing to start collecting money from Moments, it would appear that Moments as a feature was crafted around the possibility of being a gold mine. It generally serves the purpose of keeping users informed on topical tweets they may not get on their timeline as well as feed them extra photos and video clips surrounding those topics.
Advertisers can “get this incredible engagement with people coming to see what’s happening in the world, and get this really rich canvas to tell that story,” Matt Derella, Twitter’s vice president of revenue in North America told Bloomberg.
The first Promoted Moment will debut this weekend and revolve around the upcoming film Creed about Rocky Balboa.
So far, Moments seems like a promising new feature of Twitter. I’m a huge fan because of the way it delivers bite-sized news from around Twitter rather than longform articles that are less likely to keep users’ attention. With Promoted Moments, Twitter might have a gold mine on its hands after all.