Twitter has announced a major redesign today that includes a big makeover for the public-facing profile page. The new look will take the profile in a direction that more closely resembles Facebook and Google+, with most of the user information moved to the upper left corner. That only makes sense considering that eye tracking studies have always shown that portion of a webpage to be the hot zone, the part of a page that is viewed first and with most intensity.Twitter saysthe changes will put “you and your interests front and center,” and will be “your opportunity to introduce yourself to the world [and] stay close to everything you care about.”
That’s all great, but from a marketing standpoint the real news of the day is Twitter’s decision to introduce brand pages.
While companies have been able to make use of a presence on Twitter, until today those branded profile pages have only served to push content to followers and respond to customer service requests. The pages are hardly destination unto themselves since company pages are really no different from user pages.
Twitter will now, however, give companies a way to showcase their brand. New branded pages will allow marketers to not only customize headers so that logos and taglines are featured prominently, but give them the ability to select a particular tweeted message that visitors see when they first come to the page. This, Twitter says, will help you “highlight your most engaging and important content and better connect with your target audience.” Highlighted tweets will also appear auto-expanded, so visitors can see the photo or video content that is linked from the tweet.
For entertainment companies and big budget marketers this could be a real enhancement to Twitter presences. Think about what it could be like when visiting the Disney Twitter page…now they’ll be able to feature video clips of upcoming movies right on their profile.
And for little company’s…what a great opportunity to highlight videos, links and other calls-to-action that can better drive traffic to your site.
AdAge points out in their article discussing the changes today that while one aspect of this decision to have branded pages is Twitter’s attempt to take on Facebook, another component could be Twitter’s attempt to make their own advertising products more appealing.
Either way, Twitter isn’t going away anytime soon, and branded pages will only make sure of that.
While they’re not available just yet, watch for the new branded pages. The big launch partners include American Express, Best Buy, Bing, Chevrolet, Coca-Cola, Dell, Disney, General Electric, Hewlitt-Packard, Intel, JetBlue, Kia, McDonald’s, Nike, PepsiCo, Staples, Verizon Wireless, NYSE Euronext, Heineken, Subway and Paramount Pictures.
Then it will be your company’s turn to jump on the bandwagon.