Over the past year, Twitter has experimented with different ways of making tweets more interactive. These efforts include Twitter Cards and embeddable tweets. Now it appears the company is testing a feature that gives individuals a new way to learn more about the tweets they read.
The microblogging service has enabled a new “Embedded on these websites” notice below popular tweets on the web which lists articles that feature it. Readers are then invited to click through — the links go directly to articles on websites, not tweets — and discover the story behind the original post.
You can see an example of this in the tweet from The White House below. It looks like this was a very limited test, and it might have even been turned off already. Whether it eventually rolls out to a wider audience, listing where a tweet has been used is a great way to add more context to popular stories as well as send more traffic to those websites.
This has obvious benefits for worldwide events and media companies, but it’ll be interesting to see how Twitter decides which tweets will get the embedded notice. It makes sense for tweets from large news outlets and The White House, but it could also come in handy during new product launches from brands like Apple and Google.
Twitter CEO Dick Costolo outlined plans last week to help members filter out noise on the platform during events without losing the real-time feel of the conversation. It looks like the company is making good on that promise with this test.
“That ability to track and monitor the moments within an event, either as they happen or to catch up with them, is something we want to enhance,” said Costolo. “We want to make that experience even better, curating the moments within the event, the media from it, and making it that much easier to navigate.”