Twitter Inc (TWTR) Tweets Across Web And On Mobile Are About To Look A Lot …

22 Oct 2015 | Author: | No comments yet »

Twitter Announces New Tools, Partnerships For Finding And Publishing Embedded Tweets.

SAN FRANCISCO — Weeks after unveiling Moments, Twitter is offering up a new set of tools to publishers and developers that makes it easier for them to use tweets on their sites and apps. Online publishers are about to get a lot more options for embedding tweets in their stories, with Twitter announcing a new “ecosystem” of products around embedded tweets today at its Flight developer conference.When you’re reaching a new fitness goal or hitting the high score in a game, Twitter wants your followers to know — even if it’s happening in a different app.The new feature, introduced today at Twitter’s Flight developers conference in San Francisco, is part of Twitter Publish, a new, free tool to help people create better-looking embedded stories from the raw materials of Twitter.

The curation side of that ecosystem includes existing Twitter products like TweetDeck and Curator, which helps publishers find the best tweets to feature in their content. (Curator was first announced in March.) It also includes partnerships with companies like Spredfast, Wayin, Dataminr, ScribbleLive and Flowics. Today at the Twitter Flight conference, the company rolled out two new features for app developers to make it easier to share content from apps to Twitter.

Twitter is already using the tool internally, combined with others like its Curator product, to create stories for Moments, the immersive storytelling feature the company launched last month. It’s not growing fast enough — as CEO Jack Dorsey reported in the second-quarter earnings, Twitter showed “good progress in monetization, but we are not satisfied with our growth in audience.” However, Twitter has chosen a new statistic that perhaps can help explain to investors and potential future users the microblogging site’s power: 1 billion views.

Speaking at the company’s Flight developer conference Wednesday, product manager Michael Ducker said the new products are the same tools Twitter uses to power Moments. Twitter Publish is out now in beta. “We … know that you need a powerful visual storytelling tool to truly engage your users, so we’ve built an embedded grid which displays your curated content in a rich, responsive, media-forward format,” Twitter wrote in a blog post on the news. Twitter Publish includes a WYSIWYG editor, and its new embedded grid is responsive, so it looks good on both the mobile web and desktop, said Michael Ducker, head of product for embedded tweets at Twitter.

Though I may not be thrilled at the prospect of my feed being crowded by my Twitter friends’ daily step counts or favorite new tunes, the company says the developments are particularly aimed at mobile gaming companies who see Twitter as a platform to organically grow apps. Any Twitter collection — or series of tweets — that you create using Twitter tools like TweetDeck or Curator can be plugged into, which in turn will generate code to embed on a website or a mobile app.

Right now it’s just for creating embedded grids, but it could become “a one stop shop where you can easily preview all of the different types of displays we offer in Twitter Kit and grab the embed code for any Twitter content you’d like to publish.” In his presentation, Ducker argued that embedded tweets have become the “modern day pull quote” and said Twitter’s aim is to turn them into a “material part” of publishers’ businesses. However I know I myself have been hesitant to click a tweet button within an app because I want to make sure I have control over what that tweet says.

Embedded Grids are responsive but currently only display on the Web; on mobile apps, tweets in collections appear one after another, but that likely will change in the future. Twitter is also going further and launching a new pilot program aimed at helping businesses add call-to-action buttons aimed at promoting app downloads. Facebook has nearly 1.5 billion monthly active users and 4 billion daily video views, and Snapchat touts its 100 million daily active users and 4 billion video views as well.

As Twitter continues to struggle with stagnant user growth, it’s increasingly important for the company to appeal to those who may see tweets outside of and publishers — who are already embedding tweets — stand to play a big role in this strategy. It was scolded when Facebook’s Instagram first surpassed Twitter’s userbase at 300 million in December and then again at 400 million in September. Twitter’s executive team has admitted the company’s fault in gaining new and active users. “We have not communicated why people should use Twitter. This is both a product issue and a marketing issue,” said Anthony Noto, Twitter’s chief financial officer, in July. “We need to ensure that we have a unique value.” The thinking with the new statistic extends to that issue: Twitter is more than just an app on your phone and a desktop site.

It is the place where everyone from entertainer Justin Bieber to Democratic presidential contender Hillary Clinton to a millennial watching “Pretty Little Liars” can voice their opinion. While people may now better understand Twitter’s viewership numbers, the company needs people on the app or on the site to see advertising and not just see tweets scattered across the Web.

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