Twitter's New "Marketing" Gallery
Twitter has taken a bold step into photo sharing with the announcement of their new image gallery feature. But this step might do more than just increase engagement. It could be trigger a huge change in social marketing strategy.
Now on your profile is a photo strip that will show the most recent photos you shared on Twitter. Unlike in Facebook where you can organize your photos into albums as well as have the most recent pictures appear, in Twitter there will be no possible organization. At least not yet. The photo strip simply shows the images you have recently tweeted.
The Twitter gallery features your 100 most recent images and will archive as far back as January 2010. It is pulling the images from third party apps like Twitgoo and Moby, because until recently you could only share images on Twitter via third party apps.
Your most recent 4 images will be shown on your profile. But if you click an image, a giant image gallery opens up that shows all your images. They can be viewed as a slide show or as a grid. When you click on an image in the gallery view, it will display the original tweet that posted the image. This allows people to easily retweet images that were posted yesterday or ten months ago.
This is the first time that Twitter truly supports retweeting archived tweets. Twitter is most commonly thought of as an active conversation that is happening now, and not a platform for looking at what people posted last week or even last month. Unless you post more than 100 pictures a week, you will be able to get a glimpse of your Twitter history in photos.
This new photo sharing feature on Twitter could very well be a game changer. It could drastically change the way people are using and sharing information on Twitter. The ability to retweet archived images increases the longevity of a tweet. In many ways it encourages people to tweet with pictures because of the de-archiving aspect. From a marketing stand point, it opens up a world of opportunity to do much more extensive branding through the use of photographs.
The new Twitter gallery may make businesses think more critically on their use of photos in their marketing and sharing strategy on Twitter. It also might make people think twice about sharing that embarrassing photo they took while hanging out with their friends. No matter what, the photo gallery is going to make people think twice.