Like many other companies, Twitter uses the Cannes Lions festival to showcase its product offerings. Unlike others, it\u2019s adopted a \u201cfeed-first\u201d mantra as opposed to mobile-first.<\/p>\n
At this year\u2019s festival<\/a>, Twitter will spend a lot of time talking about the value of experiences, how it\u2019s doubled down on live streaming and what it takes for brands to create a value exchange with the platform\u2019s users, the company\u2019s Director of Brand Strategy, Stacy Minero, explains in this interview with Beet.TV.<\/p>\n \u201cWe talk a lot about how you can creative feed-first content,\u201d says Minero<\/a>, who joined Twitter three years ago following stints on the buy-side at Mindshare and ZenithOptimedia. \u201cEverybody\u2019s talking about mobile-first and we\u2019re focused on feed-first.\u201d<\/p>\n Some of the best work done on the social platform by brands involves designing memorable experiences. \u201cWe know that consumers skip ads but they don\u2019t skip experiences,\u201d Minero says.<\/p>\n Foremost among these are brands becoming live broadcasters, the increased use of 360 video and harnessing the power of bots. One example she cites is when fast-feeder Wendy\u2019s teamed up with Twitter during the NCAA final four playoffs, which enabled fans to create their own team brackets on the rails of Twitter, as ADWEEK reports<\/a>. \u201cIt was a really interesting way to capitalize on that heat moment but to bring consumers into an experience that was more immersive,\u201d Minero says.<\/p>\n The company\u2019s feed-first approach is based on the knowledge that \u201cpeople are more likely to scroll or to swipe than they are to stop on content.\u201d Among its suggested best practices for brands are \u201chaving a bias to short form,\u201d engineering the front end to create stopping power and adding captions to content.<\/p>\n To create a value exchange with users, brands need to understand their mindsets and motivations, but also their need states \u201cso that you can either deliver entertainment or some type of utility.\u201d<\/p>\n Twitter has \u201cdoubled down\u201d on live streaming because while people are attracted by content, being part of the conversation keeps them engaged. It\u2019s the result of the \u201cfirst screen\u201d and \u201csecond screen\u201d melding together for shared experiences.<\/p>\n \u201cThere\u2019s a lot of opportunities for brands to not only draft off of live streaming and be a part of it but to actually create their own live stream content,\u201d says Minero.<\/p>\n This segment is part of the Beet.TV lead-up to the Cannes Lions Festival of Creativity. 2017. The series is presented by Storyful<\/a>. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Like many other companies, Twitter uses the Cannes Lions festival to showcase its product offerings. Unlike others, it\u2019s adopted a \u201cfeed-first\u201d mantra as opposed to mobile-first. At this year\u2019s festival, Twitter will spend a lot of time talking about the value of experiences, how it\u2019s doubled down on live streaming and what it takes for […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6566],"tags":[3098,3268,3382,3384,6569,6573,6574],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46422"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46422"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46422\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46422"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46422"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}