Twitter and Google have kicked off a user engagement campaign that brings Tweets to Google Search.
Primarily for mobile devices, the content integration means that when a Web denizen searches within the Google app or any browser on a phone or tablet, real-time content from Twitter appears in the search results. The tweets are presented in a carousel format that can be scrolled horizontally, and there’s an option to click for “More Tweets,” which links to the Twitter home page.
When tapping directly on a Tweet in Google search, surfers will also be taken directly to Twitter where they can view the Tweet and dig deeper into the trending topic.
“Whether you’re interested in the latest from Taylor Swift, news about the #MadMenFinale, or updates on the NBA playoffs, you’ll have access to it directly from Google,” explained Ardan Arac, senior product manager at Google, in a blog. “Let’s use NASA as an example—just ask the Google app about ‘NASA Twitter,’ and in the search results, you’ll see Tweets from @NASA.”
It’s obviously a more immediate way for consumers to get real-time info when something is happening—an extension of Twitter’s prodigious capability to provide crowdsourced journalism. For Google, the benefit is in offering a differentiating search, app and browser experience.
And as for Twitter? #Traffic.
The social media site will receive more traffic (obviously) and therefore eyeballs for its advertisers—and the gambit should drive some organic growth. A browser user, when clicking on the “More Tweets” link associated with the carousel, is be encouraged to download the app or sign-up.
The feature is launching first on Google.com in English, in the Google app for Android and iOS, and on mobile browsers. Eventually, it will come to more languages and to desktop searches.
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