Twitter this week released updated versions of its iOS and Android apps which now feature a new timeline appearance. The revised look aims toward creating a richer multimedia experience and in the process, makes Promoted Tweets much more noticeable.
The update adds in-stream video and image previews to the mobile main feed as well as on the web. Previously, people had to tap on a link to view an image or video that was attached to a tweet. Currently, the previews will only support Twitter photos and Vine videos — although it makes sense that other formats will be included in the future.
Perhaps unintentional, this update also benefits advertisers running Promoted Tweets with images. As you can see in the screenshot below, there’s now a full preview of the image giving a much-needed visual element to the traditionally text-only ad unit. This could certainly help Promoted Tweets attract even more attention.
This also gives Vine videos shared to Twitter an edge over Instagram. While Vine videos are easily accessible right in the feed, anyone wanting to view an Instagram video will have to click on the attached link. The Facebook-owned app dropped support for Twitter Cards late last year.
Of course, members will have the option of dismissing the new image previews. If someone isn’t a fan of the new look, he or she can turn them off on iOS and Android. However, there doesn’t appear to be a similar option on the web. Some members might preview this, as the new format makes it harder for power users to quickly scan the feed for news.