Twitter’s Brand New Brand Page

Today, Twitter is set to unveil redesigned brand pages. These pages are geared toward strengthening Twitter’s relationship with the advertising community. Twitter has a version of brand pages at the moment, but they have been overshadowed by the overly-hyped Google+ brand pages which went live last month. Chief Revenue Officer Adam Bain states that "marketing officers across the country constantly request the addition of user-friendly brand pages." Those marketers are finally getting what they asked for. 

  

With the current format, branded elements of the page design are usually covered by the tweet-timeline. With the redesign, there are customizable pages with large header images where advertisers can display their logos and taglines. Brands also have the option of keeping their most salient tweets at the top of the timeline. That top tweet can also auto-expand and reveal an embedded photo or video from Flikr or Youtube. 

Customer-service oriented brands such as JetBlue want a way to respond to multiple tweets without having their message diluted. This is achievable with the new layout because Twitter will separate out a brand’s @ replies and mentions. Tweets are limited to 140 characters. It’s no surprise that a Twitter user is unable to learn the nuances of a company with that small of an interaction. Brand pages can be considered an extension of knowledge. If a particular tweet speaks to a user, they can satisfy their curiosity by clicking on the company’s brand page, and indulging themselves with more detailed information.  

So far, 21 marketers are set to launch brand pages. Some examples are: American Express, Best Buy, Chevrolet, General Electric, Disney, Hewlett-Packard, Verizon, and Nike. These companies already actively distribute content on Twitter. Their goal with brand pages is to look for a way to make that content stand out better. The launch of brand pages is a large step forward for Twitter. This venture could be viewed as an attempt to compete with Facebook as the secondary branding destination for a company, after its own website. 

Do you think that Twitter’s new brand page has potential for widespread success? If the brand page was avail bile to all Twitter users, would you create one? Share your comments below.