Located beneath the lightening bolt icon on the Twitter dashboard, Twitter Moments is a breaking news feature that allows users to interact with a curated selection of content.
While Moments is currently popular for news updates and following up after big pop culture events, like the Golden Globes, it can also be an incredibly useful part of your event marketing strategies. Here's how.
Use Moments to highlight the topic of the event
Currently, the Twitter Moments list of contributors is limited to Twitter's own curation team and several big-name sites like Bleacher Report, BuzzFeed, Fox News, Getty Images, Mashable and the Washington Post. Twitter has plans to expand this list in the near future, but for right now, individual businesses can't actually curate their own content.
Not to worry, though, because you can still use Moments for event marketing. To do this effectively, your first step is to use the feature to build excitement around the event topic. If you're holding a healthcare technology summit, for example, you can provide your followers with a link to a relevant healthcare-related Moment and then build engagement by asking for their thoughts about the Moment while tagging your event.
This has the powerful possibility of inserting your event directly into Twitter's hottest conversations of the day, and in big numbers too! You can also let your audience know that certain themes and Moments will be discussed at your event, ensuring that your attendees are actively paying attention and contributing to the conversation before, during, and hopefully after, your event.
Use Twitter Moments to offer additional content
Is there a Moment that focuses on a problem your event can solve? Connect with your followers to share your solution. This helps drive excitement about your event while also raising awareness about the issue at hand.
If there's a Moment related to a topic about which your event will offer more information, share it with your followers. This sets up the ideal platform for you to share event-related Tweets and can help inspire curiosity surrounding your event.
Use Twitter Moments in your marketing materials
Twitter Moments is a fully embeddable service, which means you can include it in all email campaigns, newsletters, blog posts, articles and marketing materials related to your event. When used like this, Moments provides important ancillary information that can help your event succeed by providing the right contextual support to your event messaging.
While the curation opportunities of Twitter Moments are still somewhat limited, smart marketers can stay ahead of the curve and see what works first by starting to use it immediately in their event promotion strategies. By following these tips, you can ensure you're using Moments to drive interest, engagement and curiosity around your events and campaigns, which can help your event marketing strategies succeed.