Twitter began rolling out its hugely-updated (and long-anticipated) Twitter.com interface yesterday. New features include a radical design switch, embedded photos, videos and other media content, a ‘details pane’ for clicked tweets, and more.
(Image Source: Mashable.)
They’ve even done a slightly surreal video about it.
(Learn more here.)
Earlier this month it was revealed that Twitter.com commands some 78% of all unique users that interact with the platform. That’s already a pretty high number, but Twitter wants more. And this switch to the desktop-style approach is, whether they want to admit it or not, a direct attack on TweetDeck, Seesmic Desktop, HootSuite, and all the other popular – but annoyingly external and thus largely non-monetizable – clients.
The new interface is rolling out as we speak, but could take several weeks before it reaches all users.
The goal, of course, is simply to encourage users to spend more time on Twitter.com. Where they can serve you more ads and sell you more stuff. Nothing more, nothing less. That’s business. And assuming they keep making improvements to the home page and enriching the user experience, then it’s a decision that’s hard to fault.