Facebook has been hogging the spotlight lately with its new Timeline feature and merge with Spotify. Naturally, Twitter had to do something.
Their response? Gradually launching their new customizable brand pages. The first big-name brands to jump on board have been Pepsi, Disney, HP, and General Electric, just to name a few.
In an article from Ad Age, Pepsi head of digital media Shiv Singh says that Twitter brand pages “enable greater fluidity of content.”
What sets these brand pages apart from personal Twitter accounts?
Overall, the look is the same. Customizable backgrounds are nothing new for Twitter, so logos and brand colors were already possible before the official release of brand pages.
What they didn’t have before is the Pinned Post feature. A Pinned Post is essentially a Tweet that stays on the top of the page permanently (or until you change it.) This gives brands the ability to direct attention to a specific link, photo, contest, promotion, etc.
Twitter has also incorporated an expandable, rich, in-line media feature to Tweeting. This means videos and photos will automatically expand and display in the actual Tweet, rather than having to click a link (think Facebook posts.
Being able to Tweet videos and photos directly means a larger audience being exposed to the commercial, photo of new product, etc – definitely a plus for business owners.
What can Facebook learn from this? They could definitely learn from the pinned post feature. Oftentimes businesses have one link that they want to promote constantly (registration for a meeting, for example.) After the initial post, they may be hesitant to post more content out of fear of ‘burying’ their registration link. Having one static link or post that could stay at the top of the page permanently may encourage them to interact more with their regular posting.
According to this article by Social Media Today, these brand pages are rolling out slowly, so everyone won’t be able to see them right away. Soon enough, however, all brands will be able to utilize these new features.
It will be interesting to see how Facebook responds to this feature – especially with the new Timeline profile being slowly released. A pinned post right under the new cover photo, perhaps?