Twitter Moments: Creating Compelling Stories for Your Brand

In the fast-paced world of social media, capturing and maintaining your audience’s attention is more challenging than ever. Enter Twitter Moments – a powerful storytelling tool that allows brands to curate and showcase their best content. With 206 million daily active users on Twitter (as of Q2 2021), Moments offer a unique opportunity to engage your audience and build your brand narrative. Let’s dive into how you can leverage Twitter Moments to create compelling stories for your brand.

What are Twitter Moments?

Twitter Moments are curated collections of tweets that tell a story. They can be created by brands, publishers, and users to highlight specific events, topics, or themes. Moments appear as a separate tab on your Twitter profile and can be shared just like regular tweets.

Why Use Twitter Moments?

1. Increased Engagement: Moments can boost engagement by up to 10% compared to regular tweets.
2. Extended Content Lifespan: Moments give your best content a longer shelf life.
3. Storytelling Capabilities: Craft a narrative that showcases your brand’s personality and values.
4. Mobile-Friendly Format: With 80% of Twitter users accessing the platform via mobile, Moments’ swipeable format is perfect for on-the-go consumption.

How to Create a Twitter Moment

1. Click on the “More” option in the navigation menu
2. Select “Moments” from the dropdown
3. Click “Create new Moment”
4. Add a title, description, and cover image
5. Curate tweets to include in your Moment
6. Arrange tweets in your desired order
7. Publish and share your Moment

Best Practices for Compelling Twitter Moments

1. Tell a cohesive story: Ensure your Moment has a clear beginning, middle, and end. Example: Airbnb’s “A Night At” Moment, showcasing unique stays around the world.
2. Use a mix of content types: Incorporate text, images, GIFs, and videos for variety. Example: NASA’s “Pluto Flyby” Moment, combining scientific data, images, and public reactions.
3. Leverage user-generated content: Include tweets from customers or event attendees for authenticity. Example: Starbucks’ “Pumpkin Spice Latte Season” Moment, featuring excited tweets from PSL fans.
4. Keep it concise: Aim for 10-20 tweets per Moment to maintain engagement.
5. Use a compelling cover image: Choose an eye-catching image that represents your story. Example: National Geographic’s vivid wildlife photography for nature-themed Moments.
6. Update Moments for ongoing events: Keep your Moment fresh by adding new tweets as events unfold. Example: The New York Times’ coverage of breaking news stories.
7. Promote your Moments: Share your Moments in tweets, pin them to your profile, or embed them on your website.

Types of Twitter Moments for Brands

1. Product Launches: Showcase new products and customer reactions. Example: Apple’s iPhone launch Moments, featuring specs, reviews, and user excitement.
2. Event Coverage: Summarize conferences, webinars, or industry events. Example: TED Talks’ Moment curating highlights from their annual conference.
3. Behind-the-Scenes: Give followers a peek into your company culture. Example: Google’s “Life at Google” Moment, showcasing employee experiences.
4. Customer Success Stories: Highlight positive customer experiences and testimonials. Example: Salesforce’s Moment featuring customer case studies and wins.
5. Trending Topics: Join conversations relevant to your industry. Example: Oreo’s quick-witted Moments tying their product to current events.

Measuring the Success of Your Moments

Track these metrics to gauge the performance of your Moments:

• Views: Number of times your Moment was viewed
• Unique Views: Number of individual users who viewed your Moment
• Completion Rate: Percentage of viewers who reached the end of your Moment
• Engagement: Likes, retweets, and replies to your Moment

Case Study: Red Bull’s “Stratos Jump” Moment

In 2012, Red Bull sponsored Felix Baumgartner’s record-breaking supersonic freefall from the stratosphere. They later created a Twitter Moment to commemorate the event:

• Title: “Red Bull Stratos: The Jump from the Edge of Space”
• Content: Mix of preparation tweets, live jump coverage, reaction tweets, and post-jump statistics
• Results:
  • Over 1 million views
  • 85% completion rate
  • 50,000+ likes and retweets
  • 3,000+ new followers gained

The Moment successfully rekindled interest in the event, showcasing Red Bull’s brand association with extreme sports and pushing limits.

Conclusion

Twitter Moments offer a unique opportunity for brands to craft compelling narratives, showcase their best content, and engage their audience in a mobile-friendly format. By following these best practices and drawing inspiration from successful examples, you can create Moments that not only tell your brand’s story but also resonate with your followers and attract new ones.