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Twitter introduces “Moments” to make user experience simple

07/10/2015

A day after the announcement of the return of the co-founder Jack Dorsey as CEO, Twitter is rolling out a product “Moments” which formerly was known as Project Lightning. Moments, as the new product is called, surfaces the day’s most talked-about stories in a new section of the app.

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Yesterday Twitter unveiled thislong-time awaited content-curation feature called “Moments” on its platform. The feature offers a reportingstyle look at the most talked news items.

The project will empower the new users or the person who is not a power user making Twitter easier to understand. The verticals include everything ranging from sports and entertainment to news, but they all are focused around live events. After selecting the tab, users can swipe horizontally through each moment to view a sequential stream of tweets — including text, photos, videos and Vine clips — that is going to be hand-selected by Twitter’s editorial team. Once the event is over, the Moment is archived and no additional tweets are added.

Instead of slotting promoted tweets within live Moments feeds, Twitter is giving brands their own Moments called Promoted Moments where a brand can curate a series of different tweets or Vines to actually tell their story.

Like a Promoted Trend, Promoted Moments will also be considered “premium” purchases and thus given significant visibility on the platform. Pricing has not yet been disclosed and testing will begin in “weeks, not months” according to the Company.

The main motto of introducing this new feature is that many people who have account on Twitter remained away from it because it is too difficult to use the basic functionalities and findingthe interesting tweets or know which accounts to follow. By making it easier to use, including cutting out such jargon as hashtags and @replies, Twitter is betting that dormant users will come back.

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