Twitter announced earlier this year that they are partnering with Google to bring Twitter content to Google’s search results. Now, users in the United States (using English) are able to see tweets in their search results in the Google app or on mobile Web with a desktop version coming soon.
Google and Twitter made the deal in February as a way for Google to have access to the nearly half-billion tweets daily and for Twitter to gain exposure and hopefully drive more traffic, and users, to the service.
Here is how it works. If you are interested in what is going on with a certain topic such as the series finale of Mad Men, a quick search on Google will pull up the most recent tweets. Or, similarly, you can search on a hashtag and that will bring up relevant news and Tweets about that topic. Examples of searches for Taylor Swift and #MadMen are pictured below. If you tap on a tweet, you will be taken directly to Twitter to view the content.
So, what does this mean for brands? Hopefully, more of an authentic way to connect with followers. So far, tweets are coming up fairly high in the search results, allowing brands to further showcase unpaid content to the audiences looking for them. One important thing to remember now that Twitter content will be more searchable, it will be more crucial than ever to engage with both position and negative interactions with users.