Twitter Moments and Critical Moments: Is a promoted Twitter Moment the right move?

May 9, 2016

By Bill Coletti, CEO, Kith

Critical Takeaways:

  • Promoted ‘Moments’ on Twitter have the potential to drive conversation
  • It remains to be seen if promoted moments is the right tool for authentic communication with your 3 Cs – customers, communities and critics

Twitter Moments

Earlier this month, Twitter revealed ‘Moments,’ a new platform which displays the day’s largest news stories and trends complete with images, videos and user generated content. This new service is an attempt for Twitter to reach beyond the 140 character limit of their tweets, and to compete with Snapchat’s Discover and Story features.

Shortly thereafter, Twitter announced that it will be testing out Promoted Moments, where brands and organizations can pay to have their content prominently featured among other moments.



Should your company engage with Twitter Moments? It certainly has the potential to get your messages in front of a huge audience, and can drive the conversation in your favor. It is enticing to try and engage with every new innovation, but the best tools are ones that come across as authentic and reach your correct audience.

There are some drawbacks. Twitter has not released any pricing yet, but advertising with Twitter is known for being expensive. Moreover, promoted trending topics have long been derided as being inauthentic. Furthermore, there doesn’t seem to be any functionality with third party applications, so if users are using tweetdeck or echofon, your promoted content will go unseen.

If your organization is going through a critical moment, your messages and resources must be used as efficiently and cohesively as possible. Making sure your messages reach your 3 Cs – customers, communities and critics – is paramount. It remains to be seen if promoted Twitter Moments will be useful and cost-effective, though the potential for leading a conversation is certainly there. We recommend waiting to see what kind of traction Twitter Moments receives before engaging with promoted content.

Filed under: Blog


Bill is a reputation management, crisis communications and professional development expert, keynote speaker, Wall Street Journal Risk & Compliance panelist, and best-selling author of Critical Moments: The New Mindset of Reputation Management. He has more than 25 years of global experience managing high-stakes crises, issues management, and media relations challenges for both Fortune 500 companies and winning global political campaigns.