Media extend reach through expanded tweets

Starting this week you can read snippets of articles or watch moments from TV shows like BET’s 106 & Park, all from inside a tweet, as the world’s leading micro-blogger attempts to monetize its service.

In a blog post Twitter said it is expanding the offering to help users discover new content. Chances are good that the goal is to expand the reach of media partners into the Twitterverse in a way that’s less intrusive than advertising. Twitter augmented the initiative with partners like Lifetime, Dailymotion, The New York Times, Der Spiegel online and audio provider Soundcloud. Twitter did not disclose details of compensation by its media partners.

When users expand a tweet containing a news article they’ll see a headline, introduction and sometimes the Twitter accounts of the publisher and writer. The feature basically works as a preview function similar to that found on Google search pages. Users can then read the article, follow the account, reply, favorite or retweet.

Twitter had offered expanded tweets from YouTube and Instagram. This week’s announcement brings bigger media players into the picture. Or the tweet.

— Jeff Widmer