In October 2015, Twitter rolled out Moments, a curated timeline that let users keep up with unfolding news and stories in real time. Nine months on, Twitter is opening the feature to influencers, brands and eventually everyone, giving people a new way to tell stories on the platform. Through the Moments Maker tool, users can promote and publish Moments within the main timeline, taking advantage of engaging content including autoplay video and animated GIFs.

Here’s how DMOs can get the most out of Twitter’s new Moments Maker tool:

Create in-depth stories: With the Moments tool, marketers can tell a linear story complete with informative copy and dynamic content. Destinations should consider using Moments to cover live and historical events, plus seasonal offerings such as hiking, skiing or sailing.   

Promote advocacy: Work alongside influencers to create personalized Moments. This could include a behind the scenes look at their time spent in your destination or how to explore your city or town in 24 hours. Develop stories around user-generated content to put visitors in the spotlight.

Target interested users: Moments can be organic but to reach the right audience, explore the tool’s paid media options. Given that it takes longer to plan, develop and curate content for Moments, it makes sense to boost that time investment with a targeted ad spend.

Currently, the Twitter Moments tab is available only in the United States, Canada (English-speaking users only), Australia, United Kingdom, Brazil and Mexico.

As with any new social media tool, Moments needs to align with your overall content strategy. Make sure that what you are sharing is of interest to your audience and keep an eye on how your visitors are interacting with the tool to shape how you use it in the future.   

Here is an example of one brand curating their own content using Twitter Moments:

A day in the life of Allure magazine Editor in Chief Michelle Lee

Content marketing is a vital and dynamic ingredient in modern promotional plans. If you need support in developing a content marketing plan that is right for your destination, we can help. Ask your question here in the comments, or get in touch by email.