What Twitter’s ‘Dedicated Pages’ Can Do for Brands

How many times have you been browsing Twitter on your smartphone and clicked a link, only to have it displayed on the clunky built-in web browser? That’s bad, but for completing a purchase? Near impossible. Luckily, Twitter is taking steps to remedy this problem with the launch of new “Dedicated Pages” options for select users.

The new page layout will feature customizable segments based on what the user or topic is trying to do. “These pages will feature images and video about the product alongside information such as a description, price and an option to buy, book or visit the website for more information,” said a blog post from Twitter last week.

It’s all in the name of creating easier, better experiences for social shoppers. Furthermore, since the model is evergreen, we’ll likely be seeing elements of this rolled into upcoming features like collections (for celebrities), and the somewhat mysterious Project Lightning (for events or big stories).

A better experience is good for the bottom line, again for both Twitter and the brands and sellers existing in its space. Ease-of-use translates to more use, and in turn hopefully more sales with time and use combined.

Jeremy Zimmerman is Associate Content Editor for Target Marketing magazine and Direct Marketing IQ.

Publish date: June 23, 2015 https://dev.adweek.com/performance-marketing/twitter-rolls-out-dedicated-pages-assist-shoppers-sellers/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT