Digital Playbook Blog

3 major Twitter updates for organisations you may have missed

Twitter's released some pretty exciting updates for organisations – update your Twitter account today and get an update on what's coming soon.

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In the last few weeks Twitter has released some new features that make it easier to distinguish between organisations and individuals with the ability to display visit information on your profile, and they've announced some really exciting new features that'll help you to promote your events and ticket on-sales.

1. Twitter for Professionals

You can now update your Twitter profile to reflect your status as an organisation (or 'Professional'), and it takes just 30 seconds:

  1. Log in to the Twitter account you want to update and convert to a professional account.
  2. Choose a category (you can choose to display this on your profile so choose wisely – see a list of some of the categories that are available below).
  3. Choose between business and creator – businesses are essentially organisations or companies, creators are individuals.
  4. Customise your profile – choose what you do and don't want to display.

Screenshots of the steps to convert to Twitter professionals

Converting to a Professional account will enable you to display additional visit information directly on your Twitter profile, and soon you'll also be able to promote tickets and shop products, both on your profile and on individual tweets.

What categories can I display on my profile?

At the moment Twitter has quite a granular range of categories that you can display, and more are being added. These include (but are not limited to):

  • Event Venue
  • Theatres
  • Performance Arts Theater
  • Museum
  • Art Museum
  • History Museum
  • Modern Art Museum
  • Science Museum
  • Art Gallery
  • + more


2. Profile Spotlights

Once you've converted your Twitter account to a Professional account you can take advantage of Profile Spotlights. These allow you to display additional information and promotions to users on mobile devices as part of your Twitter profile.

Currently there are only two Profile Spotlight options, but Twitter have promised that more are to come:

  • Location Spotlight: Display your venue's location, with links to get directions on Google Maps, and to contact (via phone, text, DM or email).
    Screenshot of the Twitter Profile Location Spotlight functionality

  • Shop Spotlight (currently only available to select organisations): Promote your online shop (or in theory, events and tickets) with a carousel of products, each linking through to the relevant page of your website. Note that these links will open in Twitter's in-app browser, however this is likely to be based on the native iOS and Android browsers so if your website works fine on mobile you should have no problems.
    Screenshot of the Twitter Profile Shop Spotlight functionality

At the time of writing this article you can only configure Profile Spotlights from the Twitter app on a mobile device:

  1. Make sure you have the most recent version of the app – if not, head to the App Store or Google Play and update.
  2. Navigate to your profile.
  3. Hit Edit profile near the top fo the screen, then Edit professional profile, and then Profile Spotlight.
  4. Hit Create or enable the toggle and then complete the settings.

As above, at the time of writing only the Location Spotlight is available in the UK and for all organisations in the US and Canada. You can find out more about the features in Twitter's announcement.


3. Product Drops

Now this is where it gets really exciting! Twitter is currently in beta with a select group of organisations for its new Product Drops functionality.

Screenshot of Twitter Product Drops reminder flow

Product Drops will enable organisations to more easily promote their products through tweets, but more importantly you'll be able to schedule events (e.g. for when tickets go on sale) for which users can hit a Remind me button to automatically receive notifications direct to their phone at the time of the scheduled event. Mobile push notifications generally result in far higher levels of engagement than emails, so this could be a great way of retaining users between the announcement of tickets going on sale, and the on-sale itself.

Screenshot of Twitter Product Drops reminder set  Screenshot of Twitter Product Drops reminder


Key takeaways

  • Convert your Twitter account to a Professional account
  • Set up a Location Spotlight so that your visitors can easily access directions and opening hours
  • Follow us on Twitter and sign up to our mailing list for updates on Shop Spotlight and Product Drop releases


Screenshots from Twitter

Joel Enfield ()
Digital Consultant
Joel is the founder of Objectively Digital, working with cultural organisations to optimise their digital output and better understand their audiences.