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Moments is Twitter’s attempt at bringing order to the white noise that has troubled the social network — a seemingly endless stream of tweets with few mechanisms to make sense of the deluge of information.
Available on Android, iOS, and the Web, Moments are curated by an internal team at Twitter, with contributions from key media partners, which have included the likes of the Premier League (soccer), Glamour magazine, The Sun, VICE, Food Network, Sky News, The Economist, Met Office, Sky Sports, and BuzzFeed in the U.K. When Anthony Joshua claimed the British heavyweight boxing title on the weekend, for example, the outcome was a little something like this:
The tool is partly motivated by the slowing of Twitter’s onboarding process — people sign up to Twitter then don’t know what to do next to get real value from it. Moments effectively means users don’t have to follow thousands of accounts or hashtags to keep tabs on breaking news and other topical tidbits — it’s all contained within the Moment. And it all updates automatically, as events unfold.
While it’s perhaps not one for the Twitter purists and power users, it is undoubtedly a useful tool, one that has been a long time coming.
The U.K. isn’t the first non-U.S. market launch for Moments — it first arrived in Brazil four weeks ago. And Twitter has already shown how it plans to monetize the feature, as it has been testing Promoted Moments for brands.
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