The news: Twitter is launching a Location Spotlight tool, which debuted broadly last week. The feature allows businesses with a physical location to prominently position important information on their Twitter profiles.
Zoom out: The new features are a part of Twitter’s concerted effort to win over more merchants.
Why it matters: During the pandemic, social media evolved as the default method for customers to check on the condition of businesses, many of which stopped operating overnight or had to change their hours due to local regulations or understaffing.
Will it work? Technically, this move adds utility to Twitter. But it’s adding utility that Facebook Business Pages have had for years now.
Adding features that an embattled competitor implemented years ago isn’t enough to get many advertisers excited—but for businesses that already engage on Twitter, the upgrades should be welcome.
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