Twitter Provides Another Excuse for PR Pros to Ramp Up Visual Storytelling



This was inevitable. Twitter has added photo and video previews that users see when they log onto the social network from the Web or a mobile device. The move comes just ahead of Twitter’s IPO next week, as the company looks to feature more multimedia elements and expand its appeal among consumers.

The change—which is in keeping with the ongoing arms race among all the social networks to add more visual appeal—is one more reason for PR pros to make visuals part of their social media efforts. (Instagram, the photo-sharing service that’s owned by Facebook, recently started selling visual ads.)

With the change, tweets will still show up in chronological order, with the most recent first, according to The New York Times. Tweets that contain photos or  Vine links (Twitter owns Vine) will automatically preview those images, the Times added.

While the move is most likely an effort to garner more online ad dollars, it holds several repercussions for PR pros. No longer just text, Twitter now boosts its appeal for brands that want to communicate their messages via visuals, pictures and videos.

Countless studies have shown that consumers are more likely to click on a message via tweet, Facebook post or LinkedIn message, if it’s accompanied by a visual image.

The move may not harbor the demise of print, but certainly pushes visual messaging closer to the top of the PR food chain.

To learn more about how to tell your story with pictures and videos attend PR News' Visual Storytelling Workshop, which takes place November 5 at New York City's Grand Hyatt.

Follow Matthew Schwartz: @mpsjourno1


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About Matthew Schwartz

Group Editor, PR News: Matthew Schwartz is group editor of PR News, the leading source of trends, how-to content and best practices for PR professionals. Matthew leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence. Matthew was editor of PR News from 2003-2005. Prior to returning to PR News, Matthew was a reporter for Crain’s BtoB and Media Business magazines, where he covered business marketers and media companies. He was also editor of BMA Buzz, a biweekly email newsletter covering B2B marketing, advertising and social media, and contributing writer to Advertising Age Custom. Matthew has helped to launch blogs on behalf of ZoomInfo and direct marketing agency The Kern Organization. He also spent a few years in cable-news precincts, working as a writer/producer at CNN and Fox News Channel.

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