Twitter undergoes Major Renovation

Last night, Twitter revealed the significant revamp of its service

, the first in its four years in existence. Not only have serious modifications been made to the usability of the site, but the actual brand has undergone a remarkable make-over, with the famous bird silhouette evolving into a more user-friendly, light-hearted, yet more resonant design. The result is a mix of Disney style animation and Banksy-inspired irony.

Anyway, back to the technological implications. The overarching theme throughout the re-design is the increased capacity for photo and video sharing. Whilst several third-party programs were already able to link directly to audiovisual output on other sites, the site itself has been reluctant to allow any non-text content.

However, the site has made the decision to follow on from the success of other social media sites in their ability to channel multimedia content to their members. The aim is to retain the attention of Twitter users, and to encourage visitors to remain on the site for longer periods of time, and to return more often.

Deals have been brokered with 16 photo and video sites including YouTube, Flickr, Justin.TV, and DeviantArt, with the aim of providing as much choice and resources for Twitter users as possible. Rather than directing attention to images via a link within a tweet, users can now embed the picture or video of their choice which will appear in the right sidebar of the page. In addition to this, they also appear on individual tweet pages as well.

As well as the obvious advantages for visitors, advertisers will also benefit from an increased user engagement on the site. It was claimed by Evan Williams, Twitter chief executive and co-founder, that 370,000 new users are signing up on a daily basis. This significant growth in numbers will in turn allow for higher numbers of advertising opportunities.

Along with the increase in advertising capacity, the recent launch of the "promoted tweets" aspect which allows advertisers to sponsor tweets which relate to their services via a keyword or keyphrase, will result in improved levels of revenue.

Furthermore, the addition of the "Tweets with links" and "Tweets near you" offering allows for the exposure of members to a more relevant batch of information or products. The ability to filter for tweets within a certain location will result in more relevant information due to the disclosure of an increased personal preference. In turn, this will provide linking sites or services with a greater rate of conversion from those Twitter members being directed to such sites or services.

Not only does the Twitter re-furb offer improved usability and greater engagement with multimedia, it will also work as an effective tool for conversion rate optimisation through its emphasis on user-specific searches and promoted tweeting activity.

Twitter undergoes Major Renovation

By: Harvey McEwan

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