Twitter’s enhanced pages: Revolutionary or just window dressing?

The new pages for brands include promoted messages and videos, banner images, and exclusive content. But is having one worth the effort and rumored cost?

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A banner image at the top shows cola exploding out of the company’s famous glass bottle. The first tweet displayed isn’t the company’s latest, but one carefully placed there to display Coke’s Super Bowl ad.

Coke’s one of a handful of brands—which now include NPR, Al Jazeera, and Volkswagen—to get one of Twitter’s “enhanced profile pages.” According to Twitter’s business website, “Enhanced profile pages are currently available to a small selection of brands; they will be rolled out more broadly in the coming weeks and months.”

So how does a brand get one of these pages? According to Advertising Age, brands have to spend $25,000 on advertising products to earn the distinction, though Twitter hasn’t confirmed that.

Social media and online communications experts said they weren’t sure the pages are worth the expense.

The good

“This is a big deal,” says Jonathan Rick of The Jonathan Rick Group.

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