Twitter for PR: New Search Feature Ups Ante on Visuals

New search results put photos above the stream of tweets 
on both desktops and mobile devices. Photo:

Twitter's newest search feature, implemented on Nov. 15, will highlight photos and videos in search results, making the microblogging service overall much more visual. So visual, in fact, that the new design quickly was described as mimicking some of the most visual elements of Instagram and Facebook by CNET and other media.

When you consider that Instagram has grown 35% among brands in the last quarter, outpacing the growth of other social networks including Google+ and Pinterest, and that it now has more active daily users than Twitter, the mimicry makes sense. 

The new search results, which are being displayed on and on mobile devices, now give users the ability to: 

  • View photos and videos first: When you search for a person, an event or a hashtag, you can now see a grid of the most relevant visual media above the stream of tweets. 

  • See headlines and photos: Media photos and article summaries automatically show previews in search results, which means content and articles have greater visibility within search.  

  • Understand context: Twitter will now tell you why it thinks certain tweets are more relevant to you, based on who favorited or retweeted it.

What does this mean for the PR professional? It places more importance on visual content. Think of including photos as a way to increase the SEO of your tweets. Tweets with images have a much greater chance of breaking through the clutter than even the most perfectly worded tweet.

Despite past quarrels between Twitter and Instagram about integration, the new photo results in the search filter are pulling in Instagram photos, so for those brands that are active on Instagram, there's more incentive than ever to share those photos on Twitter. 

Follow Bill Miltenberg: @bmiltenberg

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.