Twitter has begun testing a new feature that will offer more information about trending TV shows. It consists of a box which appears in a user’s feed and contains details about a show and related accounts.
The development was spotted by user @asg and seems to be in the early stages of testing. Currently, the function is limited to users of the company’s iOS app and, according to FastCompany, does not appear to be widely available at this time.
So far, there has been no official comment from the microblogging site on this latest development, although if confirmed the move could provide a boon for content marketers working within the TV sector as it would allow them to extend the reach of their programs by creating show-specific Twitter accounts.
The new feature reflects Twitter’s increased focus on “second-screen engagement” — a term which reflects people’s habit of tweeting while watching TV. In May 2013, the company announced the beta release of a product called TV ad targeting, which later became generally available in July 2013. TV ad targeting allows companies to target promoted tweets at people who have been watching certain broadcasts. The system works by identifying users who have been tweeting about a show and then including relevant promoted tweets in their timelines.
In the Twitter blog, Heather Balsley, Senior Vice President at IHG, commented that “by using captivating messaging alongside Direct Response messages, video assets and interesting facts, we’ve been able to garner exceptionally high user engagement for our Promoted Tweets.”
According to Twitter, ads served using this system generated engagement rates that were 27 percent higher than the brand in question had previously experienced. Overall, the company has increasingly begun to focus on its credentials as a real-time marketing platform as it heads towards a possible stock market flotation. Content marketers will need to keep an eye on Twitter’s new offerings as they are introduced, or they could find that savvy competitors discover inventive ways to get ahead in this emerging battleground.
Image source: Morguefile
Category: Social Media