Twitter keeps an eye on Facebook, and is currently rolling out a redesign of its user interface, which will bring about a shift towards visual content and relevancy of content. For tourism brands and destinations, this new emphasis bears many unique opportunities, but requires at the same time an adaptation of the current content strategies.
THE NEW LAYOUT
Within the new design, a certain resemblance with another major social network can be see, namely Facebook. The entire list of changes to the new profiles was announced on the Twitter blog earlier this month, and the most important ones are summarised below:
- Larger profile photos: The new profile photos are now 400 x 400 pixels, the same aspect ratio as before but with larger dimensions.
- Customisable header image: The new header image spans the full width of the browser and is responsive.
- Best tweets: The size of the tweets is dynamic, as your tweets with the most engagement will appear in a larger text size inside your stream of updates.
- Pinned tweet: One tweet may be pinned permanently to the top of the news feed on your profile wall, a feature that can be very useful for promotion and engagement
- Filtered views: When visiting someone else’s profile, you can choose how to view their tweets: tweets only, tweets plus replies, or tweets with photos or videos
NEW OPPORTUNITIES FOR MARKETING
The new header image opens up new way to communicate a branded message. Great examples of making most from this new space include for instance a compilation of photos from you community, a view behind the scene (picture from the office) or a compilation of your products and services. The new option to pin a tweet, allows brands to take control over th first impression of their Twitter content. At the same time, the filtering options allow visitors to gain a deeper, and more focussed insight into your content, allowing them to filter out any irrelevant content, such as @replies.
Overall the new design offers new ways of getting the most out of Twitter, but also requires to rethink existing strategies. We would love to hear if you already started playing with new ideas, what you are trying and what you are panning to roll out over the next weeks.
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