Twitter has announced the launch of its new team – Twitter Write – which is focused on building tools and community so readers and writers can get the most out of the platform.
The new team will be focused on improving and enhancing the Twitter experience for all kinds of writers – from journalists and authors with large followings to bloggers, newsletter publishers, comedians, content creators, social media community managers, poets, screenwriters, and anyone else on Twitter who writes.
Twitter Write is also introducing a new long-form feature called Notes. This will allow all kinds of writers to go long-form directly on Twitter for the first time, going beyond the 280-character limit.
Notes will use a rich-text editor to capture articles, thought pieces, and other kinds of content. A small group of writers from the US, Canada, the UK, and Ghana to test drive the feature.
While these writers will come from one of these four countries, their Notes will be seen and read by Twitter audiences worldwide.
Twitter also revealed a slew of new and upcoming products at Cannes 2022 including:
• Branded Likes: Branded Likes lets advertisers customise Twitter’s Like button. An advertiser can select a set of hashtags and for 24 hours, any time someone likes a Tweet that includes those hashtags, the Like button turns into a custom animation. Branded Likes will be available to all advertisers in the US, UK and Japan next week. Advertisers who sit outside of those markets but want to reach people in those regions can also take advantage of Branded Likes.
• Location Spotlight: The Location Spotlight is currently available to all professionals in the US, UK, Canada and Australia. Next month we will be making it available to all professionals globally. The Location Spotlight allows businesses to display their location, hours of operation, and additional contact methods like phone, text, email, or DM, making it easier for customers to find them and learn more about their brand. Ultimately, the Location Spotlight can help get a customer further down the path to purchase.
• Twitter Business Settings: Twitter Business Settings will be a central hub for Twitter advertisers to manage their accounts, assets, employees, and permissions in a single, secure space. More to come later this year.
• Dynamic Product Ads: Last year we introduced greater customisation through Multi-Destination Carousel, a flexible and engaging way to showcase a variety of products through swipeable creative. On average Twitter has seen a 20% increase in click through rate across all objectives compared to a single asset ad format through this format. Multi-Destination Carousel is foundational to our plans to launch Dynamic Product Ads later this year, which will allow brands to personalise the creative they show in their ad by featuring the most relevant products to the right user.
• Conversion Optimisation: Will help run campaigns to reach people most likely to take a lower-funnel website action, such as adding to cart, purchasing, or submitting a form.
• App Purchase Optimisation: Currently in pilot, App Purchase Optimisation will help brands deliver app ads to people most likely to make a purchase.
