Twitter Launches ‘Brand Pages’ for Marketers

Twitter recently dove a little deeper into the branding game with the announcement of a brand page program on the social media platform.

New brand pages will allow advertisers to customize page headers to include its logo and tagline prominently.

Brands can highlight their best content by controlling the message visitors see when they first come to the brand’s profile page by the brand’s ability to continuously promote a tweet to the top of the page’s timeline.

The “promoted tweet feature” on pages will also allow visitors to instantly see the photo or video content linked from a tweet.

Among launch partners for the new program are Disney, General Electric, JetBlue, Coca-Cola, McDonald’s, Paramount Pictures and Nike.

Company Facebook pages are widely considered to be the secondary branded destination outside of company websites. Twitter’s brand page launch could be seen as a way of challenging Facebook and a similar launch by Google+ last month.

In addition to the brand page launch, Twitter also announced a major site redesign.

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Silence: White Space for Writers

There’s a constant struggle between designers and clients over white space. Designers want more of it because it makes things look clean and elegant. Clients want less of it because they feel it is wasted real estate that could be chock full of on-brand imagery.

But the same struggle exists between writers and clients, too. But a writer’s white space is silence.

It applies across all media—radio, print, web—but it usually rears its head worst with television or other video formats. Some clients want wall-to-wall voiceover, not wasting a single second on silence. But sometimes, 26 seconds of silence with 4 seconds of thoughtful, profound words can be surprisingly memorable.

Think of the difference between a Nike commercial and a :30 infomercial. Supply the needed information and then let them digest.

There’s no sure fire formula for just how many words to put in or to leave out. The key is to let words and graphics work together to convey a message. They have to pull equal weight. That doesn’t mean 50% pictures 50% words. But both art and copy have to do their part—no more and no less—to tell the story.

So don’t feel like every inch of print space needs to be full. Consolidate your message on web pages. Give radio listeners a chance to actually listen rather than forcing them to zone you out.

Choose and use your words wisely. Less is usually more