The product will allow app developers to build experiences on
Twitter, much the way they do on Facebook. The features will be
contained within the brand's tweet timeline, a departure from the
140-character limit of a tweet or images and videos that can now
displayed. While no date has been set for the release of the
product, Twitter has been telling clients to expect it this
When Twitter launched
brand pages, the differentiators from a regular page were a large,
customizable header and the ability to keep a particular tweet at
the top of a timeline and have it auto-expand if it was a photo or
video. At the time of the launch, Twitter Chief Revenue Officer
Adam Bain said features would eventually be added to brand
Twitter declined to comment on the new features.
While 21 high-profile marketers like Nike , American Express and
McDonald's were part
of the launch group, and more brands that had committed $25,000 in
onboard in January, many marketers have wondered about the
usefulness of Twitter's brand pages in their present form. But the
prospect of developing content that 's native to the Twitter
experience and using it to drive users to their own pages could
make brand pages' function -- and value -- clearer to
Particularly interesting is the idea of e-commerce on Twitter.
Twitter co-founder and Executive Chairman Jack Dorsey is also CEO
of mobile-payments company Square. And American Express recently
started a program in which it sends offers to Twitter users in
exchange for certain actions, such as tweeting a hashtag. Dell , Best Buy, H&M and
1-800-Flowers are participating in the program.
Twitter has also shown signs of wanting Twitter.com to be a
destination where users linger instead of a portal that dispatches
them elsewhere through outbound links. In other words, a media
company. Last month it launched an "Ad Scrimmage" page collecting
Super Bowl spots and inviting users to vote on their favorites.
Brand pages are available only to Twitter advertisers and may
have the potential to drive revenue by making organic and paid
content more connected. If marketers can make their brand pages
into interesting destinations, they have a greater incentive to
invest in paid tweets to drive Twitter users there.
Twitter's revenue is expected to reach $259.9 million this year,
up from $139.5 million in 2011, according to eMarketer.