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New from me on Voce Nation:

Essentially, Moments is a simple way to organize the chaos that is Twitter around a specific event or story (for example, the #superbloodmoon last month, or the Umpqua shootings, or the MLB playoffs). Moments are curated collections of tweets, images, videos, or anything else you can find on Twitter about a specific topic. People can follow Moments and get updates on those stories either within the Moments tab that has now been added to the Twitter mobile app or, if they prefer, within their standard Timeline for stories that are updating more frequently.

In the AdAge story I link to later in the VN post they mention that the advertising portion of this – called Promoted Moments – could be something that Hollywood studios will want to get in on around major new releases. That’s a good idea in general but let’s get specific with some potential ideas:

Opening Weekend: OK, this one is kind of a gimme, but let’s tackle low-hanging fruit first. A studio could buy a Promoted Moment and curate updates from not only itself – both the studio and movie-specific accounts – but also the stars and talent involved, positive reviews from critics and even fans. This would given them a single hub they could point to while saying “Look how much everyone is loving this movie.”

Experiential Events: Think of something like the live Pan events Warner Bros held across the world and think of a Promoted Moment for each one of them that brought together fan photos and other updates, as well as those of any talent that happened to be there.

Other Key Moments: How about San Diego Comic-Con, when the entire cast and crew of a movie are assembled? It’s easy to see Warner Bros. doing this for the big Batman v Superman coming out party this past July, or Fox doing it for their assembled X-Men Universe panel with talent from the X-Men movies as well as Deadpool.

There are plenty of ways that studios can take advantage of Promoted Events once they’re available.

Two points I didn’t hit in the Voce Nation post that I wanted to make sure and mention here:

First, for brands his is a perfect example of a content form that combines both organic and paid components. You’re taking organic posts and combining them into a Moment that you then pay to boost the reach of. More and more social ad products are adopting some variation on this model which is why you need an agency that combines expertise in both of those fields.

Second, with the exception of paying for promotion this isn’t anything you can’t already do on Storify in terms of curation. But Twitter has now taken this functionality native in an effort to capture more of people’s attention for itself. There’s nothing wrong with that, but if brand publishers are looking for a free (there are pro level accounts, of course) option to do this, including the ability to embed on-domain, Storify is a great option.

I’m sure that, much like they were for Snapchat’s sponsored options, studios will be among the first to experiment with Promoted Events when they do launch. When they do, check back here for more.

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