Twitter has updated its iOS and Android apps, breathing much-needed life into the Search and Discover features. Previously, search functionality was rather lackluster, but slowly the company has been making improvements. First, it made improvements to its speed and design. Then, Twitter began adding functionality, such as autocomplete.
The latest revisions to search include greater emphasis on photos and videos, stronger media placement on apps, and more context about how and why top tweets are selected. What does this mean for your brand? More engagement with your tweets.
Now, when searching for a person, hashtag, or an event, members will see a grid of the most relevant media above the stream of tweets. Additionally, tweets within the stream (both Search and Discover) are pre-expanded — meaning that images or web content embedded are visible without having to tap on it.
Previously, expanded tweets (or Twitter Cards) were only available on special promotional pages and profiles and the Discover tab. With their inclusion in search, it’s not hard to imagine that we’ll soon see expanded tweets appear on other parts of the platform.
This update is especially beneficial to publishers and brands with corporate blogs. “You’ll see content from cards partners display as previews in the stream, so that you’ll get headlines and publication names for story summaries and photo previews rather than shortened URLs,” stated Daniel Loreto, Twitter’s engineering manager of search and relevance. This should result in fewer taps and easier access to content for fans.