If you’re in the UK, you might have logged on to the desktop site, iOS or Android Twitter app and noticed a new lightning bolt tab appear in between Home and Notifications.

Hello Twitter Moments.

Having already been launched in the US and Brazil, Twitter Moments is a collection of lists featuring live feeds on news, sport and entertainment. Bringing together images, videos and related Tweets in an easy-to-read format and curated with the help of some of Twitter’s 18 production partners, Moments aims to use this format to attract more users and help current ones keep abreast of breaking stories, live sports coverage and trending topics.

What does this mean for digital marketing?

Twitter Moments is not just for those wanting the latest news but can also serve as a useful tool for brands and marketing companies, too.

Twitter VP of Sales, Matt Derella, said the launch of Twitter Moments will “provide a canvas for brands to move people and shift their hearts and minds”.

How does Twitter Moments plan to do this?

When using Moments, users can clearly scroll through all related Tweets, even if they aren’t following a particular account, making it possible for brands to potentially reach a larger audience than they previously would. Indeed, Mad Marketer explains that “real time marketing has been extremely effective on social media. However, if you’re not following a brand you may never see their post…. Moments would amplify the viral potential of certain posts while expanding the value of Twitter to marketers”. This is potentially big news when you consider the fact that there are over 15 million active Twitter users in the UK alone.

In addition, Twitter will soon launch Promoted Moments, which will allow brands to pay for their very own Moment to appear for 24 hours.

So what can you do as a brand? We suggest you brush up on your social media skills to maximise engagement which will help ensure your brand is up-to-date and relevant and ready for its Moment in the spotlight!