Thursday, December 14, 2017

Twitter entices brand managers with tweetstorm and analytics features

Move over, 280 characters: Some Twitter users are about to become a lot more verbose.

Though some users have already been tweeting out “threads” or “tweetstorms”—which are a series of tweets that go together in one continuous message—Twitter has now officially offered a tool to encourage more users to copy the behavior.

The feature, which Twitter announced on Tuesday, enables you to type out several tweets and publish them all at once.

The platform announced the feature, appropriately, with a tweetstorm:

Jack Dorsey, Twitter’s co-founder and chief executive, also tweeted about the feature:

In a company blog post, Twitter product manager Sasank Reddy wrote:

We’ve made it easy to create a thread by adding a plus button in the composer, so you can connect your thoughts and publish your threaded Tweets all at the same time. You can continue adding more Tweets to your published thread at any time with the new “Add another Tweet” button. Additionally, it’s now simpler to spot a thread – we’ve added an obvious “Show this thread” label.

Techcrunch reported:

Each line represents one tweet, with a character limit of 280 as per usual. You can also add the same amount of media – like GIFs, images, videos, and more – to any individual tweet in the thread, as you could on Twitter directly. When you’re finished with one tweet, you just tap in the space below to continue your thread.

While writing out your tweetstorm, you can go back and edit the tweets at any time as they’re still in draft format. When you’re ready to post, you tap the “Tweet all” button at the top to send the stream to Twitter. (Twitter will pace the tweets’ posting a bit so they don’t all hit at once.)

The feature comes on the heels of Twitter expanding its character limit to 280 characters per tweet— a move which made many users unhappy.

However, Twitter reported that “hundreds of thousands” of threads are tweeted on the platform daily, so the move should be a welcome addition to users who share more lengthy messages.

[RELATED: Learn how to boost buzz, build brand recognition and engage employees on the hottest social media platforms.]

It also can be an opportunity for brand managers to announce features, explain changes and answer customer service inquiries directly on Twitter, because the feature enables you to edit before you hit “publish”—and your thread will be organized for easier access.

Reddy wrote:

A few weeks ago, we expanded our character count to make it easier for people to fit what they’re thinking into a Tweet. But we know people also may want to serialize a longer story or thought, or provide ongoing commentary on an event or topic. That’s where this update to threads comes in! You’ve been using threads in creative ways like these for years – the ways and reasons to thread your Tweets are limited only by your imagination.

The move is another in Twitter’s latest efforts to bring its core users the features that they’ve been wanting.

The Verge reported:

As the company acknowledged in its blog post, threads are only the latest user-created feature to become official products within the app. It follows the retweet, the @ mention, and the hashtag, among others. Threads as we know them have been possible ever since 2014, when Twitter began linking replies to originating tweets. Venture capitalist Marc Andreessen began threading enthusiastically soon afterward, and some have called him “the father of the tweetstorm.” The form rose to new prominence in the aftermath of the 2016 election, when it became a platform for longer-form discussion of current events.

It might also encourage brand accounts to tweet message threads—to the delight or dismay of followers.

Twitter adds video view counts

Twitter also recently announced a feature aimed at attracting more marketers and brand managers to the platform.

On Monday, the platform unveiled video view counts, which now show on any video uploaded to Twitter:

We Are Social Media reported:

It might not be a big new shiny feature, but it is a clear statement that the company is keen to make its service more attractive to users… and marketers. To users, video view counts are a subtle, yet very efficient, way to encourage them to share more videos. To marketers, it is a clear sign that everything can be measured – and compared with other platforms like Facebook or YouTube.

The analytics count users who watch a video for even a few seconds. Previously, the metrics were only available to brand managers who paid for Twitter ads, through the platform’s Audience Insights portal.

What do you think about Twitter’s new features, PR Daily users?

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