Twitter Joins Facebook and Google+, Launches ‘Brand Pages’

Twitter on Thursday announced it was going to roll out a program for Facebook-style brand pages that will likely boost consumer engagement.

Twitter had announced plans to introduce brand pages to the site. This is a screenshot of what the redesigned Disney Pixar's page will look like. Photo: Twitter

Twitter said on Thursday it has developed an entirely new version with simpler design and the ability to connect much easier with others. In addition Twitter has ramped up its monetisation strategy with the creation of brand pages for advertisers.

Among the launch partners for the pages there are such a companies as American Express, Best Buy, Bing, Chevrolet, Coca-Cola, Dell, Disney, General Electric, Hewlitt-Packard, Intel, JetBlue, Kia, McDonald’s, Nike, PepsiCo, Staples, Verizon Wireless, NYSE Euronext, Heineken, Subway and Paramount Pictures which is expected to release “Mission: Impossible – Ghost Protocol.” It has also partnered with some charities and individuals that it hasn’t disclosed.

Microblogging website’s existing brand pages have been examined, and as a result, they were compared with the buildup around Google+ brand pages, which were rolled out last month. But Chief Revenue Officer Adam Bain said that he’s spent much time the past year meeting with chief marketing representatives, and brand pages were the most frequent request.

Twitter’s team has pushed for brand pages for some time now, but some departments whether to make such a substantial play into social media marketing. However, Facebook’s success, together with Google+’s rapid growth, provided the final impetus for Twitter to make the move to branded pages.

“A tweet’s only 140 characters,” said Mr. Bain. “[Brand page are] like an invitation to learn more. When consumers want to learn more, spend more time or get deeper in terms of engagement, we think they’ll end up on the brand page.”

Like Facebook and Google+, Twitter brand pages will be slightly different from the traditional ones. They have two key elements, both of them free. So, companies using Twitter for social media marketing can upload larger photos as their default image to ensure followers can see their entire logo without enlarging.

Besides, the customization will also provide companies to keep a particular Tweet at the top of their official page. When looking through Tweet containing an image or video, users scrolling over the Tweet will see it enlarge automatically.

The content uploaded by the company itself and its followers will be divided into two columns, so users can differentiate between the two.

Bain said this innovation is important for a customer-service oriented company like JetBlue, one of the launch partners, which wanted to find a way to keep its messaging from getting diluted when responding their followers.

There’s also a certain application for entertainment companies such Paramount and Disney, which is promoting the movie “Brave” in its top tweet. Pepsi, for example, is using the brand page benefits for individual products such as Pepsi and Diet Pepsi.

General Electric created video content for today’s launch geared toward helping consumers understand what the company does in human terms. Mr. Bain pointed toward the company as a forward-thinking marketer that will be increasingly using promoted tweets and trends to drive eyes to its brand page in 2012.

“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,” said Mr. Bain, adding that marketers in the launch group were already actively distributing content on Twitter but were looking for a way improve it.

Twitter’s breakthrough is supposed to reach $139.5 million in 2011 and approach $400 million in 2013, said eMarketer. It launched its advertising program in April 2010 with six advertisers signed up to use promoted tweets. Brand pages will be deployed for Twitter’s mobile clients in the future. [Via Brafton News and AdAge]

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