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Sometimes an event is so remarkably big that it completely takes over social media for a few hours, or even days. Think back to the last awards show, sporting event, or viral meme — how many tweets about it popped onto your Twitter timeline?

When more than 9,000 tweets are published per second, it can be hard to find great content on the platform. So in 2015, Twitter rolled out Twitter Moments — curated tweets revolving around a single topic or story, all in one place.

Initially, only Twitter and its editorial partners, such as BuzzFeed and The New York Times, could curate Moments. Last year, however, Twitter opened up Moments for all Twitter users. Now, all content creators on the platform can compile groups of tweets. Whether it’s about an event, a campaign, or a pop culture moment, marketers can take advantage of this feature and potentially get discovered by new followers.

In this blog post, we’ll dive into the 411 on Twitter Moments, how to create them, and how brands can use them.

What Are Twitter Moments?

Twitter Moments are collections of tweets about a topic or event. They can be tweeted, liked, pinned, and embedded like normal tweets, but when you tap to open a Moment, it shows you a collection of different tweets. Moments are published with a cover photo and introduction, so they’re kind of like a “best of” compilation article.

You can find Twitter Moments via desktop by tapping the lightning bolt icon — it’s in the top-left corner of Twitter on your browser.

You can access Twitter Moments on mobile by tapping the magnifying glass icon — this will take you to the Explore tab, where you can scroll down past Twitter Trends to find Twitter Moments.

When you tap on a Moment to read more, swipe left to begin reading tweets about the topic:

Moments are categorized under the following interest areas on a desktop: News, Sports, Entertainment, and Fun. Additionally, there is a Today tab that shares the biggest moments of the day on Twitter. Here’s what a Moment looks like embedded on a web page:

LEGO is making a Women of NASA set

And here’s what it looks like when you open it up to read on a desktop:

Twitter Moments help Twitter users find more quality content about topics they’re interested in. Moments also help brands and creators get discovered in a different way than relying on the Twitter timeline and retweets alone. Now, let’s dive into how to make Moments across platforms and devices.

How to Create a Twitter Moment

How to Create a Twitter Moment: Desktop

1) Navigate to the Moments tab, and tap “Create new Moment” on the right-hand side of your screen.

2) Choose a title, description, and cover photo for your Moment.

These will appear as a preview of your Moment on the Moments tab and on the Twitter timeline.

3) Start adding tweets you want to incorporate in your Moment.

You can choose from tweets you’ve liked, review different Twitter accounts to select tweets from a certain brand or individual, or search for tweets by specific keywords and hashtags. You can also enter the URL of a tweet you want to include. You can add tweets to your Moment by tapping the grayed-out check mark next to tweet content.

4) Customize your Twitter Moment by tapping the up and down arrow buttons to arrange the order the tweets will appear in.

You can also remove tweets from your Moment by tapping the gray x button.

5) Once you’ve added all the tweets you want to your Moment, tap “Finish later” to save a draft, or “Publish” to push it live on Twitter.

Once your Moment is published, you can share it in a tweet, embed it on your website, or share a link to your Moment.

You can also create a new Twitter Moment by tapping theicon next to a tweet and selecting “Add to new Moment,” which will direct you to the Moment creation dashboard described in Step 2.

How to Create a Twitter Moment: iOS

1) Open your Twitter app, tap the “Me” silhouette icon on the lower right-hand side of your screen, and tap the gear icon next to your profile picture. Then, select “Moments.”

2) Tap the + symbol in the upper right-hand corner of the “My Moments” screen. From there, you’ll reach a dashboard where you can customize your title, description and cover photo.

3) Add tweets to your Moment by tapping the “Add Tweets” button in the bottom center of your screen.

You can choose from your tweets, tweets you’ve liked, and by searching for tweets. Add them by tapping the tweets and then tapping the green “Add 1 Tweet” button.

4) Tap the “Reorder” button in the lower left-hand corner of your Moments dashboard to customize your Moment.

5) When you’re done, tap “Finish later” to save a draft, or “Publish” to share your Moment on Twitter.

You can also create a new Moment by tapping theicon next to a tweet and selecting “Add to Moment,” which will direct you to the Moment dashboard in Step 2.

How to Create a Twitter Moment: Android

To create a Twitter Moment on Android devices, the process is virtually the same — except you access the Moments menu by tapping on your profile picture when you open up Twitter:

Source: Addictive Tips

How Brands Can Use Twitter Moments

1) Events

Create a Twitter Moment that showcases what’s going on at an event your brand is hosting or participating in. You can share what others are saying about your brand and keep followers up-to-date about what’s going on if they can’t attend the event themselves.

Here’s a Twitter moment published by INBOUND at the kickoff of INBOUND 2016, when Gary Vaynerchuk kicked off the weeklong marketing and sales event with a keynote speech. The Moment compiled various tweets about the speech from different attendees and influencers and provided an inside look at the event for those following along at home.

Gary Vaynerchuk Kicks Off #INBOUND16

2) Tweetstorms

For those times when live-tweeting a series of related tweets is necessary, a Moment can serve to showcase a tweetstorm after it’s happened to bring attention to what a brand or individual is tweeting about.

Here’s an example from Persil UK & Ireland, a laundry detergent brand that created a Twitter Moment tweetstorm to promote its social media conversation, #DirtIsGood, about the importance of kids getting outside:

Kids spend less time outdoors than prisoners

3) Breaking News

Another great use case for Twitter Moments is breaking news. Journalists and publications can produce Twitter Moments to group together tons of tweets about an emerging story. Whether the tweets are all originals from the brand’s account or are a compilation of different voices, the Moment serves to provide Twitter users with as much information as possible.

Here’s a breaking news Twitter Moment from Bloomberg about the World Economic Forum in Davos:

Thursday at Davos has been all about Brexit

4) Behind-the-scenes

One of the great things about social media is it gives customers a window into brands they love that they wouldn’t otherwise have. Brands can use Moments to create behind-the-scenes looks at products, employees, and events on Twitter.

Here’s Allure’s Moment featuring a behind-the-scenes look at ringing the New York Stock Exchange opening bell:

This is what it’s like to ring the opening bell at the New York Stock Exchange

5) Content Promotion

A multi-channel strategy is key to successfully promoting content you publish on your blog and website, and social media channels are no exception. Try publishing insights and data from your latest blog post or research report in the form of a Twitter Moment.

Here’s an example from the team here at HubSpot. We published a Moment about our annual State of Inbound survey results:

State of Inbound 2016

Now that you’re a pro at creating Twitter Moments, try publishing one today to see how it impacts your Twitter engagement. Don’t let your clever tweets and hashtags go to waste — create a Moment and share content with your audience year-round.

How do you use Twitter Moments? Share with us in the comments below.

4) Behind-the-Scenes

YouTube has over one billion users worldwide, and they all watch different types of videos every day. What’s your favorite type of video to watch on the platform?

As it turns out, your video preferences may vary depending on your date of birth: Influenster surveyed nearly 8,500 YouTube users of all ages to learn about their viewing habits and interests.

Although younger generations spend more time on YouTube than their older counterparts, Generations X, Y, and Z all have specific preferences when it comes to how and where they want to consume video content on different topics. For example, while a significant portion of respondents said they liked watching product reviews, Generation X preferred how-to content, and Generation Z liked unboxing videos.

Check out the full infographic from Adweek below, and learn more about how to create compelling social media videos with help from our guide.

Feel like you missed the best agency projects, ad campaigns, and creative videos from this month? 

No worries — we’ve got you covered.

March brought us some delightfully unexpected ad concepts, including a floating house, a child replacement program for dog lovers, and an e-commerce version of Hamlet we didn’t even know we needed.  

We’re rounding up the best of March below.

10 of the Best Ads from March

1) Heinz

With AMC’s Mad Men celebrating the 10th anniversary of the premier this year, it seems like the perfect time to revive one of Don Draper’s memorable ad pitches: his rejected Pass the Heinz campaign.

Originally pitched in an episode of the hit drama by Draper’s fictional 1960s ad firm Sterling Cooper Draper Pryce, the print campaign features tantalizing close-ups of french fries, burgers, and steak, all missing one important thing: Heinz. The folks at (real-life) ad agency David Miami ran the exact designs from the show for the 2017 campaign, with approval and input from Mad Men’s original creator, Matthew Weiner.  

Image credit: Heinz/David Miami

2) YouTube

To promote their new six second ad format, YouTube enlisted help from a number of top agencies and filmmakers, asking them to develop ultra-short summaries of classic works of literature. The resulting 19 video campaign proves you can cram quite a lot of plot into just six short seconds.

From this minimalist take on Franz Kafka’s Metamorphosis, to this delightful puppy-version of Romeo & Juliet, there isn’t a single video in the bunch that isn’t worth watching more than once. But since we had to pick just one to showcase, we chose Rethink’s clever, e-commerce-driven retelling of Hamlet. Watch it below.

3) Telia

This comically cynical ad campaign for Swedish wireless company Telia warns us that not everything on the internet is actually as good in real life. Take cats for example: On the internet, cats are always up to some form of hilarious mischief. In real life? Not so much. 

“Most of Telia’s competitors tell people to turn their devices off every now and then, to ‘carpe diem’ and all that crap,” Martin Ringqvist of Swedish agency Forsman and Bodenfors told Adweek. “We decided to go the other way — to embrace the wonderful life online and to wash away people’s bad conscience. Because life, at least sometimes, is way better on the mobile, isn’t it?”

4) CoorDown

The phrase “special needs” seems to float inevitably around every conversation about people with disabilities. This ad for CoorDown, Italy’s national organization for people with Down Syndome, wants to us to ask ourselves: Is it really fair to characterize the needs of people living with disabilities as “special?” Don’t they need what everybody else needs?

Produced by Publicis New York, the extended spot stars Glee’s Lauren Potter, who discusses some needs that would actually be fair to classify as “special”, such as eating an exclusive diet of dinosaur eggs, or necessitating regular massages from a cat masseuse. 

5) Leroy Merlin

In this cinematic ad for French home improvement retailer Leroy Merlin, agency BETC Shopper chose a poetic metaphor to reflect the sometimes turbulent process of renovating a home: a house floating on the sea.

The video follows a young couple as they go through the (sometimes literal) ups and downs of repairing their modest house — their triumphs and setbacks illustrated by the unpredictable waters they float on. It’s an ambitious campaign that took an expert team of divers, drones, and helicopters to execute. 

6) Dominos

In a resolute appeal to 1980s nostalgia, CP+B produced a nearly shot-for-shot remake of the famous running home scene from Ferris Bueller’s Day Off. Joe Keery, of the 80s-era Netflix drama Stranger Things, stands in as Ferris, racing home to greet the Dominos delivery guy. 

The ad gets major points for attention to detail, packing in every fence jump, trampoline bounce, and sidewalk sprint from the original. And although the original Ferris — Matthew Broderick — never makes an appearance (as he did in this similarly Bueller-inspired Honda campaign from 2012), we do get a cameo from Alan Ruck, who played Ferris’ reluctant pal Cameron.

7) Pedigree

What do you do when your beloved son or daughter leaves for college and the empty nest syndrome starts sinking in? Replace your kid with a dog, says this new Pedigree spot from Colenso BBDO.

The cheekily named “Child Replacement Program” campaign is running in New Zealand, where Colenso BBDO creative group head Simon Vicars says many members of the country’s aging population could benefit immensely from the company of a new four-legged friend. 

8) National Canadian Film Day

If you’re going to trust one person to give you an honest film review, shouldn’t it be someone who’s literally incapable of lying? 

Leo Burnett developed this quirky ad to promote National Canadian Film Day, and cast Grey’s Anatomy actress Sandra Oh as “the woman who can’t lie.” 

9) Aardman Animations

The studio behind Wallace & Gromit released this clever, animated take on client conference calls that will certainly get some knowing chuckles from agency folks. In “Visualise This,” the group debates the merits of various abstract strategies (“We need something big! Something epic!”) without ever getting into specifics or details. It’s not just funny, it’s an impressive demonstration of what Aardman is capable of. 

“I really wanted to create a piece that could showcase a variety of disciplines I’ve learnt along the way at Aardman, as well as my passions and influences in street culture,” said Aardman designer and director Danny Capozzi, in an interview with Adweek. “Around this same period, I had a series of perplexing conference calls, and that’s when the lightning bolt hit me, to merge the spitballing and often circular nature of a call with a scatter gunning of eye-candy visuals.”

10) State Street Global Advisors

On International Women’s Day, Wall Street awoke to a new resident: The Fearless Girl, a bronze statue of a defiant young girl facing down the famous “Charging Bull” statue.

Developed by McCann New York for its client State Street Global Advisors, the relatively small statue was intended to spark a big conversation around female leadership in business.

 “We are firm believers in the principles of stewardship,” State Street Global Advisors chief marketing officer Stephen said in an interview with Adweek. “And we want to reflect that in everything we do — especially as it pertains to our commitment in ESG [environmental, social and governance] investing. The placement of ‘The Fearless Girl’ in the epicenter of the world’s financial capital helps not only promote our commitment to women in leadership today and tomorrow, but it also establishes an interesting emotional and rational aspect to responsible investing.”

What were your favorite agency projects from March? Let us know in the comments.