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Twitter’s Happening Now for Brands

Never one to shy away from a good old fashioned beta test, Twitter is trialling a new way to show users what other tweeters are, well, tweeting about.

It’s called Happening Now.

Right here, right now

Select users are now seeing trending current events in a tab at the top of their timeline, under the heading Happening Now.

The tab is a carousel of Twitter cards, each showing a trending event or conversation. For example, sports games or something Trump has just announced.

Once you click on a card you’ll be shown a timeline of tweets around that event.

Real-time ready

Happening Now is the latest attempt by Twitter to dish up tailored content to users. Past efforts such as Moments and Explore have met with mixed success.

Still, expect Twitter to keep tinkering until it hits on the secret sauce. Especially as Facebook chases its crown as the place for real-time chatter.

Do you use Twitter’s Discovery tools? Let us know how in the Comments.

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