New Twitter boss Elon Musk has pulled the plug on Twitter Moments feature, which was launched a few years ago. Twitter is undergoing a number of changes under the new chief and the latest one marks the end of Twitter Moments, which was marketed as a brand new way to "look at tweets" as it highlighted important content on the micro-blogging platform.
The company said that the existing Twitter Moments will stay on the platform, but users will not be able to create new "Moments".
"Not all moments last. As of today we're removing the option to create Moments for most users as we focus on improving other experiences," Twitter has posted.
"You can still see past Moments and follow Live events on Twitter," it added.
As part of Elon Musk's dream to make Twitter a clutter-free experience, the company has also removed "tweeted from" labels for most users.
In 2018, Twitter India had rolled out sponsored Twitter Moments -- a new custom feature to enable brands partner with premium publishers and develop brand integrations. "Sponsored Moments" gave advertisers the ability to add a branded cover image to the "Moment" in question as well as insert their own brand's tweets into the round-up.
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For publishers, "Moments" was an end-to-end solution for publishing and monetising all forms of content on the micro-blogging platform, including Tweets, photos, videos and GIFs. It also allowed publishers to produce and tell stories about events easily.
Twitter Moments was announced back in 2015 to take on Instagram and Snapchat's "Stories" feature, appeared as a separate tab on a user's profile and helped them keep track of stories and breaking news by curating related content.
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Meanwhile, last week, Twitter started giving generous incentives to brands, in a bid to lure advertisers that it lost after the chaotic takeover by tech billionaire Elon Musk. Big brands such as luxury automakers Audi and Ford, tech behemoths HP and Dell, Facebook parent Meta Coca-Cola, Verizon, AT&T, Wells Fargo, American Express and Chanel among other advertisers have either pulled ads from Twitter or have publicly confirmed they are stopping ads from the social media platform, said a report by Media Matters For America.