Twitter is spreading its wings with wider, richer profile images | Credit: Pixabay
Better late than never, Twitter is finally jumping on board the image bandwagon.
Already a prominent feature on Facebook and Google+ profiles, large banner images and increased emphasis on picture posts are the hallmarks of Twitter’s new profile design.
And about time, too.
According to research from social media analytics app Buffer, tweets with images “receive 150% more retweets and 89% more favorites” compared to regular tweets. The banner area is less about engagement, but nonetheless provides an important section of screen real estate on which to stamp their identity.
While some detractors say that Twitter is now coming too close to the look of Facebook, for brands the redesign offers a chance to align their ‘social look’ across the main networks.
Spot the difference? Ford aligns its look on Facebook and Twitter
There’s certainly something to be said for playing to the strengths of each platform, but much of that lies in the communication and delivery of content. In terms of appearance, being able to maintain a consistent look and feel to properties across the web is a clear benefit for brand managers.
Interestingly – and possibly showing Twitter’s preoccupation with expanding its footprint in TV and entertainment – it’s mainly celebrities and musicians who appear to be the early beneficiaries of the redesign roll out. Big brands are sure to follow hot on their heels with experimentation, as the Ford example above demonstrates, to decide what works best for their identity.
The major takeaway here isn’t so much that Twitter is changing, but that social media success is becoming much more reliant on expressing your brand visually. Micro-content, short form videos and real-time image marketing are all now a requirement to increase brand awareness and keep fans coming back for you.
And as you create that content for your business, keep in mind that your social media intellectual property is just as important as the IP you protect across traditional marketing channels like newsletters and websites.
So, despite this being content produced for third party channels, make sure that you treat it with the same exclusivity that you would your own property!
