I’m having a Moment
Creating your own Twitter Moment is a nice way to collect together tweets on a particular topic, linking to content elsewhere, or to tell a particular story – they don’t even have to be your own tweets.
You can see what a Moment is like in the Twitter app if you click Search (the magnifying glass) then scroll down past the trends to the ‘What’s happening’ section. Here’s an example from an Android phone. ’15 funniest British tweets of the week’ is a typical example of the Moments Twitter automatically sends me based on what it thinks I might be interested in.
For an example of how a company might use this successfully, here’s Tesco creating a Moment comprised of their own tweets of vegetarian recipes, to celebrate National Vegetarian Week.
There are several reasons why this is a good campaign:
- Their use of the hashtag #NationalVegetarianWeek means that even people who don’t follow Tesco on twitter are more likely to see this tweet.
- The content is not direct advertising, but is genuinely useful. However, because these are recipes, people are likely to click on them to see the ingredients and instructions. Once you’re ‘in’, you are then exposed to all Tesco’s other advertising and services, and you may even go on to shop for those ingredients. In the industry, this is called ‘conversion’.
- The recipes are likely to be things people will want to share with each other, encouraging the tweets to be spread wider still.
- Tesco also makes each individual tweet in the Moment appealing by using a gif of each recipe. This is attention grabbing and inviting. There is free software around that can make gifs for you – have a google. I’ve previously used ScreentoGif.
It’s my Moment!
There’s just one small catch, which is that you need to use twitter.com (that is, not the mobile app version) to create your Moment. If you don’t have a PC, get down to your local library and make Moments.
From the home screen click Moments in the top left menu, then Create New Moment.
You’ve then got various options of how to set up your Moment, including its title and cover image, and what tweets it’s going to be made up of.
Don’t forget to add a description so that people can get the idea of what you’re trying to convey by collecting these particular tweets together.
Once you’ve made a Moment, it sits on your profile for people to see or find again: