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Twitter's 'Moments' miss the mark

Matt Kapko | Oct. 8, 2015
Twitter kicked off the final quarter of 2015 with a bang, naming a new (sort of) CEO and finally releasing its curated 'Moments' feature. However, early reviews of the service suggest the company may have aimed too low.

Moments available only in official Twitter apps

Despite these early shortcomings, Moments may be the exact kind of thing Twitter needs to capture new users, and recapture lost ones, according to Jan Dawson, chief analyst and founder of tech research firm, Jackdaw. "It's immersive, it's very easy to use and it takes no training at all to get going with it," he says. "I think the categories capture a lot of the stuff people are most likely to use Twitter Moments for, but there's always scope for them to do more later."

However, many Twitter members (including Dawson) don't use the official Twitter app and won't generally see or use the Moments features, because it's not available in popular third-party apps. "This is one of the biggest challenges Twitter faces — many of its power users are using third-party apps where their newest functionality isn't available," Dawson says. "That could drive those users back to Twitter's own apps, but it could also create a growing gulf between the experiences of Twitter's power users and its mainstream users."

 

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