The New Twitter: Why a New Twitter.com Twitter has claimed that Twitter.com and m.twitter.com account for 92% of all access and communication on the social network. With 145MM users Tweeting and Retweeting actively on the website, a redesign of the page would only make sense to improve user experience. Twitter’s redesign will centralize and maintain engagement on Twitter.com, bringing in impressions for advertisers who are purchasing the various Twitter ad products.
The Design: A “Mobile Feel” The new Twitter page design has a more “Mobile Feel,” based on the popular Twitter iPad app. The new Twitter.com page design utilizes the full width of the page, providing users with an experience which is very visual and functional.
The Design: “Twitter iPad App” The popular iPad application allowed Twitter users to consume content and connect with other Twitter users more fluidly with their intuitive touch-screen platform.
The Design: “New Twitter.com” A “Mobile Feel” The new Twitter.com has carried over some of the more intuitive mobile design aspects and increased usability and content consumption of the Twitter user.
The Design: Old Design The old design separated a lot of the user information, however left enough space for creative background images.
The Design: New Design The new design streamlines the interface, allowing users to consume and interact with profiles more efficiently. However, the new layout leaves little to no room for creative background imagery.
The Design: Background Image Since the new Twitter.com design emulates a full-screen mobile experience, essentially the whole page is utilized for the functionalities of Twitter.com. As a result the creative backgrounds for Twitter user profiles will have minimal to no exposure.
The Design: Old Background Image Maximum exposure of Verizon Background
The Design: New Background Image Minimal exposure of Verizon background
The New Twitter: New Functionalities
In-Stream Content Consumption
Floating Status Box
New Functionalities: Mini Profiles Mini-Profiles allow quick and easy access to Twitter user’s profiles without having to leave the stream. If a user sees a retweet from a friend, by Verizon Wireless, that user can then view the Verizon Wireless profile without leaving their stream. They have access to Verizon’s most recent tweets and the option to follow them, without having to wait for the profile to load.
New Functionalities: Mini Profiles
New Functionalities: Content Consumption Before on Twitter.com for a user to see a picture, video or location information in a Tweet, they would have to leave Twitter to view the content. Now users are able to consume content from sites like Flickr, TwitPic and YouTube without leaving their stream. Users are also able to engage and to create conversations around the content simultaneously. Additionally, content receives impressions and views directly from Twitter.com (i.e. YouTube views on Twitter.com, count to the overall YouTube view number). Official Twitter Content Partners
New Functionalities: In-Stream Content Consumption
New Functionalities: Related Content Twitter has increased the level of context around tweets, and the relationship of users in its new design by providing users access to more content around a tweet. Twitter users are now able to see who has Retweeted specific tweets, users mentioned in the tweet, relevant hashtags, links and other information pulled in from one tweet. All this contextual content around Tweets means—if you are running a campaign with a hashtag, link or other shareable content—it will accrue more interactivity and engagement each time a person clicks on a Tweet.
New Functionalities: Related Content Original Content Retweets by other users Users mentioned in this Tweet. Users who replied to the Tweet More tweets around person mentioned in the Tweet, from other users. 2 3 4 1 5
New Functionalities: Retweets The concept of the Retweet remains the same, however, users now have a clearer indication as to what they are Retweeting to their followers. Retweets are clearly called-out with a green “RT” symbol in the top-left-corner of the Retweeted Tweet—allowing for transparency of where the content came from and what was the Retweet.
New Functionalities: Retweets Old Design New Design
New Functionalities: Retweets Your Tweets, Retweeted 1 User Retweets your tweets. The Tweet and the user will be shown under the “Retweets” tab on the main page. Click on the tweet that has been Retweeted and it will expand to the right. The expanded view will show the most recent Retweeter and the total number of Retweets. 2 3 4
New Functionalities: Floating Status Box The Floating Status Box allows users to respond to brand’s tweets right from the brand’s profile. This will help users respond more accurately without having to memorize the tweet they were responding to. Keeping users on the profile page to Tweet leaves a chance that users will further engage with the brand’s tweets and Twitter content further.
The New Twitter: Implications
The New Twitter: Implications
As a result of the “New Twitter” users are being driven to Twitter.com over 3rd party applications, leading to an increase in ad impressions
Increased exposure for brands’ Tweets as a result of contextual relevancy around content, hashtags, links and users.
Opportunity for brands to create exclusive Twitter media content with photos and videos
Brands no longer have to send users off of Twitter to consume media content.
Now all engagement occurs in-stream.
Users are able to much more easily discover tweets and users, as a result of mini-profiles.
Brands now have minimal creative real estate for branded backgrounds on Twitter pages.