In June of last year, Twitter introduced Twitter Cards, a way of allow for the embedding of more content into an expandable tweet. The feature allows developers to attach "cards" to their tweets that will display content such as headlines, photos, and articles from around the web.
Now Twitter is getting ready to release new types of cards that will allow for more types of content to be embedded, namely apps, products and photo galleries. The news was announced at a developer meetup held on Tuesday night, and Twitter has also put a blogpost detailing how these new cards will work.
"Twitter Cards are being used by more than 10,000 developers, mobile apps and websites to richly represent content on Twitter, including article summaries, user-posted photos, videos, songs, and more. Today, through those Cards, we're introducing a new way to bring people directly to your app from a Tweet, and we're adding new types of Cards, so you can more creatively show your content on Twitter," Jason Costa, Platform at Twitter, wrote.
As part of the new cards, Twitter will be allowing deep-linking inside tweets, which will allow users to "tap a link to either view content directly in your app, or download your app, depending on whether or not they have your app installed. "
This is what a deep-link inside of a tweet looks like:
Twitter is also introducing three new types of Cards:
Twitter also announced that it is launching these new cards with a series of new partners, including: Delectable, Etsy, Flickr, Foursquare, Gumroad, Jawbone, Path, Rovio's Angry Birds, SoundCloud, Storenvy, Wine Library and Vine.
"Finally, with this update to Cards, we've fundamentally re-architected the way Cards are created and delivered. The new Cards system lays a foundation that will make it easier for us to develop more types of Cards in the future and allow for greater customization by publishers and developers," said Costa.
Monetization strategy
By introducing these new cards, Twitter is once again incentivizing businesses and advertisers to showcase their content on Twitter, which they hope will lead to further monetization. Just this week, the social network launched a redesigned resource for businesses to learn how to user Twitter, including marketing tips, glossary, and ideas on how to promote on Twitter.
Last month, Twitter launched a new API that is designed make it easier for brands to manage campaigns and get more value out of advertising on Twitter, by allowing them to integrate with its ads platform through a list of API partners that will supply them with better targeting and tools. The first five of these partners were HootSuite, Adobe, Saleforce, SHIFT and TBG Digital.
The point of the API, Twitter said at the time, is not to create more advertising, but to make advertising on the network better overall.
And that strategy seems to be working so far, as market researcher eMarketer reported last week that it is projecting Twitter to grow revenue by 63% to nearly $1 billion in advertising sales by 2014.
By 2015, Twitter is expected to pull in $1.33 billion in worldwide ad revenue. In September, eMarketer had projected that the network would take in $807.5 million in 2014, but has now revised that number to $950 million.
More importantly, more than half of the networks ad revenue, roughly 53%, is projected to come from mobile this year, and that number is expected to top 60% by 2015. The report estimates that Twitter will earn $308.9 million in mobile ad revenue in 2013, more than double the mobile ad revenue of $138.4 million the year prior.
(Image source: https://www.omarkattan.com)
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