December 16, 2020

marketing

Erica Perry

photo

It's hard to believe that more than seven years ago, Snapchat introduced "Stories," a feature that would allow consumers to stitch pictures and videos together into a digestible, diary-like sequence that would disappear after 24 hours. It proved so popular that several other celebrity players, including Instagram and LinkedIn, created their own Stories doppelgangers.

Most recently, Twitter carved its name into this area. Last month, Twitter introduced its own version of stories – fleeting tweets called Fleets. Now it's getting easier to share tweets in stories on other platforms.

Integrate tweets in Instagram and Snapchat

In the latest version, users can turn Tweets into stickers in Snapchat and customize content with other traditional creative elements found in other versions of Stories, including subtitles, filters, and bitmojis. Previously, if someone wanted to share a tweet on Snapchat, they'd first have to take a screenshot of it and manually paste it as an image without access to any of Snapchat's camera or editing functions for that extra flair.

Here is the full breakdown:

  • Tap the share icon of a tweet (it must be public – not a protected tweet)
  • Select the Snapchat icon at the bottom of the sharing menu to create the sticker. This will open right up to your iOS camera and generate an immovable sticker if you are already signed in and not creating a separate snap
  • Take your Snap – either photo or video – and customize it with subtitles and Snapchat creative tools, including Bitmoji, Cameo, and Filters
  • Select the blue "Send" button to distribute it to individual friends or groups
  • Once shared, the snap will be linked back to the tweet thread on Twitter, where you can see the entire conversation

Outside of Snapchat, Twitter also announced that it is about to launch a small test of a similar feature that will allow iOS users to share tweets on Instagram Stories.

Double your virtual experiences and live video

In the area of ​​virtual hangouts, Twitter also announced the takeover of the video app Squad. Via TechCrunch, the startup's co-founders, CEO Esther Crawford and CTO Ethan Sutin, along with the rest of the squad team, will now join the Twitter team in the areas of design, engineering and product.

Similar to Houseparty, Squad allows groups to connect with each other in real time, but the main differentiator that helps rise above the noise is screen sharing. As shown in this example, any chat participant can share their screen, which can stimulate discussion via other platforms and content forms including private messages. In other words, the goal here is to provide context and to facilitate a wider discussion of Tweets.
Squad will help Twitter "create new opportunities for interaction, expression and participation in public conversations," said Ilya Brown, VP of Product at Twitter, in a tweet.

Earlier this year, the startup found that its usage had increased 1100% as a result of lockdowns due to the global pandemic. In addition, the company received $ 7.2 million in venture capital from First Round, Y Combinator, Betaworks, Halogen Ventures and the Dream Machine from ex-TechCrunch editor Alexia Bonatsos and several other investors.

The future of multi-party chat

2020 was an example of the need for platforms to be innovative and provide new features in order to expand app usage. Tools like interactive Q&A, live chat, games, and live streaming are golden tickets to the longevity of their ability to help both developers and brands achieve more personal forms of entertainment and monetize their offerings.

While the future of the fleets may be uncertain, Twitter's acquisition of Squad seems like a step in the right direction to keep the offer going. The connection to real-time trends and close friends is an issue in today's landscape. Perhaps this step will open the floodgate for a revision of the Twitter app. For example, a special tab that highlights video clips and discussions about Squad. With a simple, multi-party chat perspective, this is also another important box for consumers looking for more intimate interactions that are welcomed versus those that are forced and disruptive.

Photo credit via TechCrunch

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