Get All Access for $5/mo

Twitter Unveils Easy-to-Use 'Moments' Feature That Curates Trending Topics The new product arrives on the heels of Jack Dorsey's reappointment as CEO.

By Geoff Weiss

Opinions expressed by Entrepreneur contributors are their own.

Shutterstock

Amid questions surrounding the platform's ultimate purpose and criticisms that it is too hard to use, Twitter has just unveiled a potentially game-changing feature called "Moments." The move comes just a day after the company welcomed founder Jack Dorsey back into the fold as CEO.

Moments is a new tab on Twitter's mobile and desktop home screens where the company will curate trending topics as they're unfolding in real-time -- from citizen-reported news to cultural memes to sports events and more. Moments will fall into five total categories, including "Today," "News," "Sports," "Entertainment" and "Fun."

Codenamed Project Lighting during its months in development, the Moments tab still features a lightning bolt icon. As an entry point for beginning Twitter users, Moments is accessible to everyone and doesn't require users to follow, hashtag or at-reply. While currently available in the U.S., the tool will soon roll out globally.

The purpose of the feature is to enable users to find the content that they're looking for without having to dig through Twitter's vast and chaotic network of voices, the feature's project manager, Madhu Muthukumar, explained in a blog post.

Related: If Jack Dorsey Is CEO of Twitter and Square, Ecommerce Conflicts Could Arise

When users click on a particular Moment, a stream of content appears, including images, videos (that autoplay), Vines and GIFs. For instance, the "Meet Marutaro the hedgehog' Moment features clips of the tiny creature snacking on watermelon and snuggled inside a bath towel.

And if users are particularly interested in any given topic, they can choose to follow that Moment -- whereby the content blends into their timeline but then stops appearing as soon as the story concludes.

Swiping through each Moment on a smartphone, as vertical videos and images saturate screens, is not unlike consuming a Snapchat Discover story -- a feature in which Snapchat, too, curates images and videos from notable events and locales around the globe.

While Twitter's own curation team will be organizing Moments based on news that is humming across Twitter, some Moments will come care of media partners, which currently include the Bleacher Report, Buzzfeed, Entertainment Weekly, Fox News, Getty Images, Mashable, MLB, NASA, The New York Times, Vogue and The Washington Post. But eventually, according to Wired, Twitter will enable every one of its 316 million users to create Moments of their own.

Related: 25 Digital-Marketing and Social-Media Experts to Follow on Twitter

Geoff Weiss

Former Staff Writer

Geoff Weiss is a former staff writer at Entrepreneur.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

This 26-Year-Old's Side Hustle That 'Anybody Can Do' Grew to Earn $170,000 a Month. Here's What Happened When I Tested It.

Stephen Alvarez was working at a dental supply company and following his passion for cars on the side — then an Instagram ad changed everything.

Business News

Lauren Sánchez Says This Is the One Thing 'People Don't Really Know' About Her Fiancé Jeff Bezos

Sánchez was interviewed by her longtime friend, actor and producer Eva Longoria.

Business News

Costco Is Raising Hourly Wages for Employees, According to an Internal Memo from the CEO

In an internal memo sent on Monday, CEO Ron Vachris informed employees of the $1 an hour pay raise.

Science & Technology

3 Metrics That Matter When Measuring the Success of Your PR Campaigns

ROI is always the goal in public relations. But did you know there are ways to measure it quantitatively rather than just assess it qualitatively? Here are some options to consider to automate and calculate the impact of your PR efforts.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Growing a Business

5 Lessons Learned From a 7-Figure Founder

Five key lessons I wish someone had given me when I first started out on my entrepreneurial journey.