4 ways new brand pages will improve your Twitter marketing

Twitter has finally conceded to marketers’ demands for proper brand pages, rolling out a major revamp late last week. Since you have probably already created pages on Facebook and LinkedIn, should you embrace the new evolution of Twitter marketing? Here are four reasons why you should:

1. Extra creative control
First up, the all-new brand pages have a striking new design element; they can be customised with large header images allowing advertisers to display their logo and tagline far more clearly and prominently. Previously, branded elements of the page design were often obscured by the tweet timeline.

2. Top tweet tool
The next major change is that brands can now keep a chosen tweet at the top of their timeline, which auto-expands to reveal photo or video content from Flickr, YouTube or other sources. It’s a deceivingly simple function which we love; integration of cross-platform content.

3. Tell a richer brand story
The new pages separate out a brand’s replies and mentions, a useful tool for customer-service oriented customers who want to keep responding to users without diluting their messaging.

4. Enhanced content sharing
‘New’ Twitter is intelligently set up to help users discover brands’ content more easily via its ‘Discover’ function. In addition, Twitter has introduced new buttons such a hashtag button, which should encourage Twitter users to tweet and share content on behalf of their favourite brands.

It remains to be seen how brands will embrace Twitter’s new offering. We envisage entertainment brands like Disney and HBO using the top tweet to promote upcoming shows with embedded trailers. Live tweeting, product launches and breaking news are other possibilities.

Forward-thinking marketers will harness ‘new’ Twitter’s creative elements to deliver their most compelling and timely content, which can only lead to deeper engagement with Twitter’s ever-growing and very active user base.