Earlier this month Twitter rolled out their new Moments feature that provides users with a dedicated feed of breaking news curated by specialists retained by Twitter. Twitter hopes this new way of storytelling will keep users returning to the social media platform. Expanding the idea of dedicated feeds, Twitter will be rolling out their first “Promoted Moments” feed this weekend focusing on the new movie Creed.
Managed by MGM, Warner Bros. and New Line Cinema, the Promoted Moments this weekend will work like regular moments in being heavy on photos, videos and animated gifs to tell the story. The difference will be the lack of a Twitter curator being in charge of the feed.
Twitter plans to make the Promoted Moments prominently displayed in an effort to drive revenue growth. Matt Derella, Twitter's vice president of revenue for North America, anticipates the platform eventually having one Promoted Moment each day. Derella went on to say that companies that take advantage of Promoted Moments will “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.” Of course, some Twitter users may see this as just a way to slide more advertising in front of them by making it look like native content.
