Twitter announced recently that its Discover tab received its latest shift, as users will now see continuous updates and automatically expanded content. According to the company, automatically displaying larger previews, images and engagement for content can make it easier for users to enjoy the full benefits of the Discover tab.
For marketers, the adjustment to Discover offers improvements on multiple fronts. Should their site content generate enough engagement, users who see it will have instant access to images and previews from the content. Moreover, using Discover to inform social media marketing strategies can give companies a better idea of the types of content creating a buzz with their followers.
In recent months, visual content has received major attention from Twitter. The automatic expansion of images within Discovery isn’t particularly surprising given the other changes related to pictures from Twitter. Most recently, the company changed profiles for both consumers and organizations on the platform for social marketing. The addition of a larger image on these pages helps both users and marketers express their “personalities” more effectively, Twitter CEO Dick Costolo said.
Making images a part of a social strategy can help organizations drive clicks and engagement from their followers, especially on Twitter. Brafton highlighted data from Buddy Media earlier this year that said Tweets that include images result in twice as much engagement as those without visuals.