Twitter & Reddit Address Distribution Challenges
Twitter Moments is a new curation tool on the social platform with summaries of the day's trending stories. These bundles of tweets containing text, image, and video are not confined to Twitter, and can be embedded on other websites as a whole.
Currently, individual tweets are commonly plucked out of their context and used to illustrate stories by other media outlets. By packaging the entire Twitter experience into a digestible format, Moments now turns this aggregation into Twitter's own product.
At the same time, messaging board Reddit has launched its own daily news site, called Reddit Upvoted. Here, a small editorial team gathers and verifies stories posted by its community to surface the best parts of the site. This will similarly allow Reddit to take ownership of content that was previously capitalised by other media outlets.
Upvoted will be monetised with native advertising from its editorial team, and Twitter will soon introduce promoted moments for brand use.
Media outlets themselves are stepping outside their trusted content hubs and into fully distributed schemes like Facebook's Instant Articles and Snapchat Discovery. Our coverage from Social Media Week London 2015 noted that due to this distribution shift, everything now competes with everything online.
While advertisers can still rely on media partners to catch the audience's attention, their ad content must be of enough value to keep it. In a media landscape where content and advertising are only tied together by association, online advertising has to keep up with media formats' pace of innovation to resonate in the din.
For more on how to measure and document the value of online content, see Measuring Success in Social Media.