Let’s back track for a moment. Just a few days ago, Twitter announced that it is launching a new initiative to make tweets even more visual. As you will recall, if you previously embedded a video or picture with your tweet, it would show up as a link, teasing a Twitter user to click on the link to figure out what the visual would be. But now, Twitter wants to make it “easier” for everyone to enjoy what the company refers to as “those great moments you share on Twitter.”
Therefore, timelines on Twitter have now been updated so that users can see a preview of the video or picture without ever having to click on a link. To see the visual or video in its entirety, all you have to do is click.
Now as a consumer, I find this a bit overwhelming. You would think that in the age of Facebook, HD signage and streaming media platforms I would be use to sensory overload. But I am not, and I don’t care for it. That’s what I always loved about Twitter; it felt simple—from its 140 characters to its easy-to-navigate newsfeed. Now I just feel overwhelmed. Not only are pictures and videos jumping out at me when I scroll, but I find myself nervous about what exactly will pop up.
That’s the difference between Facebook and Twitter. On Facebook, I know everyone in my network intimately; therefore, I never worry about what pops up on newsfeeds. On Twitter, though, I follow hundreds of people I have never met—and I am not sure I trust that what they post will always be work-appropriate or Carrie-appropriate.
However, as a marketer, I am ecstatic. And here’s why you need to be too. Before this latest update, marketers needed to rely on pairing witty statements or intriguing questions with pictures or video links, with the hopes that the tweets would elicit enough interest to garner clicking. Now, however, marketers can simply let videos and pictures do all of the work.
So here’s your job… find your most compelling marketing visuals, product pictures and event moments and share them with your customers, clients and key stakeholders. You can keep your tweets simple. For instance, tweet “Enjoy” and then share the picture of your newest sweaters with a big violator across them saying “40 percent off all holiday apparel!” Or tweet “What do you think?” and include a video of your CEO making his top five predictions for your industry for 2014.
Remember that 65 percent of people are visual learners and visuals are processed 60,000 times faster in the brain than text. Twitter’s latest update is simply allowing you to market to your consumers in a way that is most natural and effective for them. So ignore the consumer-instinct in you that is overwhelmed with the updated newsfeed. Rather, figure out why so many marketers feel like they have discovered gold.