People Partners With Twitter for Behind-the-Scenes CMA Coverage

Celebs' Twitter Mirror selfies to appear in feed

On Tuesday, Twitter rolled out its new Visual Timeline, putting photos and videos front and center in users’ feeds. Tonight, People magazine will be putting the feature to use as it covers the 47th Country Music Association Awards in Nashville using the Twitter Mirror, a virtual photo booth that lets celebrities take behind-the-scenes selfies and post them directly to Twitter.

People will be the first media partner to use the Twitter Mirror (which first launched at the 2013 Oscars) backstage at an event. The photos and videos snapped by the presenters, nominees and performers will be available on People’s Twitter feed, as well as the CMA and TwitterTV feeds—and, thanks to the visual timeline, followers won’t even have to manually open the photos to see them in their feeds. After the show, People will also be able to use the Twitter Mirror photos for stories and galleries on its website.

According to People Digital editor Janice Morris, People’s social reporting and embed coverage from past live events has resulted in significant increases of Twitter referrals back to—by up to 60 percent in some cases. “We know for sure that when we go full force with social reporting, we’ll see results,” she said.

Having access to the Twitter Mirror photos, she added, is a “great way for us to have fresh content. … It lets readers get up close and personal with the stars at a moment when they’re full of adrenaline.”