A new feature on Twitter is currently being tested by The New York Times, and it could revolutionize the way that users share content. Normally, when an article online provides the option to share on Twitter, it will automatically tweet the headline of the article along with the link. With this new feature, called editorialized tweets, Twitter users will be able to share an article using any sentence within the text. While this feature is only experimental, its future implementation could change the way that we share content on Twitter.
Currently, editorialized tweets are only available for specific content from The New York Times. To use this feature, readers highlight a sentence in the story and click on it, which opens a tweet box using the chosen sentence rather than the headline to accompany the link to the article. When someone views the tweet and clicks on the link, they will not be brought to the beginning of the article but instead to the highlighted section. Dave Itzkoff, a reporter for The New York Times, was the mastermind behind editorialized tweets. He believes that while a headline may not always attract readers, a sentence that stands out could better grab their attention.
Is It Working?
For their experiment, The New York Times used a story called “The God of ‘SNL’ Will See You Now,” which details the process of auditioning for Saturday Night Live. While the limited sample size cannot lead to any firm conclusions, Twitter found that this article received 11 more tweets than the average number for the 500 New York Times stories that were shared the most over the past month. This indicates that editorialized tweets could encourage users to share more and draw more attention from other users.
What This Means For You
While editorialized tweets are not likely to become a widely implemented feature anytime soon, this system for sharing content has a lot of potential. From this small experiment, we can see that editorialized tweets are popular and could lead to greater user engagement. In the world of content marketing, editorialized tweets could be a huge benefit to increasing user engagement with your company’s content. Furthermore, brands could use this feature themselves to tweet attention-grabbing sentences from their content and draw in more readers.
Do you think editorialized tweets will benefit your brand?
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