Why this matters: "Immersive multimedia." "Innovative storytelling." The visual web is coming to mobile, and social apps are all trying to create "experiences" that will make users fawn over pretty pictures and lure advertisers who love getting that type of eye-popping treatment.
The thing that could set Twitter's feature apart from the Snapchat's version (and even Facebook's standalone Paper app) is that Project Lighting's event-based collections will be embeddable across the web, and will be updated automatically if more photos and videos are added to the collection. Project Lighting hopes to break Twitter content out of its walled garden and in front of more eyeballs — even to people who've never created a Twitter account or are intimidated to jump into the constant frenzy happening on the platform every second.
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