Twitter unveiled a new site design yesterday during an event at the site of its future headquarters. The major revamp includes enhanced profile pages, Twitter’s version of brand pages already offered by social rivals Facebook and Google+.
In addition to a more robust mobile experience and enhanced profile pages, the revamp includes some key marketing implications:
- Ads running on Twitter's mobile app
- Promoted Trend and Promoted Account units will appear on the page's left-hand side instead of the right
- Access to all interactions a user has had with a company's customer service or marketing team via icon-driven features
21 Accounts Get New Twitter Brand Pages
Bing is one of 21 Twitter accounts that will enjoy upgraded Twitter pages going into the holidays. Other launch partners receiving more robust brand pages include brands like Coca-Cola, Nike, Dell, American Express, McDonald's, Best Buy, Subway, JetBlue, and Heineken.
Their new Twitter pages - which have heightened rich media capabilities - allow them to continuously maintain a promotional tweet at the top. In the case of Subway, the sandwiches restaurant chain has embedded its "Betrayal" :30 TV spot below the tweet copy.
Twitter said more companies will get the upgraded pages during 2012. "We will slowly roll out enhanced profile pages to a wider audience of brands in the coming months," a spokesperson wrote in an email to ClickZ News.
The New Version of Twitter
The redesigned site began appearing to users last night and will continue rolling out for the desktop site over the next few weeks. The new mobile version of Twitter’s site should now be visible at mobile.twitter.com and on Twitter for iPhone and Twitter for Android.
One of the big changes is that profile information and trends will appear on the left and tweets will appear on the right:
Among the other changes you can expect:
- Home section will show embedded photos, videos, and conversations in tweets.
- New Connect section will keep track of who has followed you, mentioned you, retweeted you, or favorited one of your tweets.
- New Discover section will provide customized info based on your location, what you follow, and current events.
- New profile section makes it easier for others to view your lists, favorites, followers, photos, etc.
Twitter said the goal is to give mobile and desktop users the same experience.
For a complete overview, visit fly.twitter.com.
Messages posted on Twitter can now be embedded on other websites by copying and pasting a line of code, accessed by clicking on an “Embed This Tweet” link. This will allow visitors on your website to then follow the account on Twitter, or reply, retweet, or favorite a tweet without leaving your website.
"Every tweet [is] a dynamic piece of media, and we believe that everyone should be able to view and interact with tweets on the web in the same ways you would from any Twitter client," wrote Twitter employee Brian Ellin.
Twitter also has updated the look of its Tweet and Follow buttons.
Good News for Advertisers?
Many industry observers would say that 5-year-old Twitter has typically lagged in developing its paid marketing platform. So today's development could mark a significant turn for the better when it comes to the San Francisco-based tech firm and its prospective advertisers.
Research firm eMarketer estimates global ad revenues at Twitter will grow 210 percent to $139.5 million in 2011, up from $45 million in 2010, which was the company's first full year of selling ads. In 2012, eMarketer estimates, Twitter will earn $260 million in worldwide ad revenue, up 86.3 percent over 2011.
So far, Twitter advertisers have largely focused on building an audience of followers. According to a recent ad sales memo, followers on the site cost between $2.50 and $4 to acquire.
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