Twitter is looking to strengthen its relationship with advertisers by launching brand pages.
Twitter’s brand pages is a good move since Facebook and Google+ already have brand pages. According to Chief Revenue Officer Adam Bain, brand pages were a recurring and frequent request when he met Chief Marketing officers from different companies.
Brand pages can be customized with large header images that advertisers can use to display their logo and tagline in an outstanding way.
Another key element is the possibility to choose to keep a particular tweet at the top of the time line (like a sticky post), and that top tweet also auto-expands to reveal an embedded photo or video from Flickr, YouTube or other sources, without requiring the user to take action. Replies and mentions were also separated. This is important for a customer-service oriented company who wants a way to keep its messaging from getting diluted.
Twitter is launching brand pages with 21 marketers: American Express, Best Buy, Bing, Chevrolet, Coca-Cola, Dell, Disney, General Electric, Hewlett-Packard, Intel, JetBlue, Kia, McDonald’s, Nike, PepsiCo, Staples, Verizon Communications Wireless, NYSE Euronext, Heineken, Subway and Paramount Pictures.
Chief Revenue Officer Adam Bain said that the chosen 21 group were already actively distributing content on Twitter but were looking for a way to make it stand out better. He also said:
The question for each one of these marketers is what is the interesting, compelling, provocative content that they can be putting out to a larger audience to keep that engagement high
For Twitter, launching brand pages could be a way of challenging Facebook’s and Google+ directly by bringing the same product we know to a new content interconnection level.
Check out the brand pages of the chosen 21.
