Twitter has long been the news-breaker of the internet masses. Be it international breaking news or just the latest half clothed celebrity selfie, Twitter’s users beat everyone off the mark to bring you the world as it happens. But since Twitter’s birth, its fast paced nature and 140 character limit meant that there was an infinite and constant barrage of information that was both hard to track and even more difficult to verify.

The shining light in Twitter’s arsenal is ‘Twitter Moments’: This new venture is borrowing from services that have been in existence for some time, websites such as Storify have allowed you to collect Tweets and place them into a timeline to make sense of a story or discussion on Twitter. Moments now integrates this system within the Twitter ecosystem, keeping you on the site while you follow the latest news, gossip or point of discussion. It is currently open to selected media outlets, enabling them to contribute to a currently evolving news story and keeping everything organised.

Reviews for Moments have been mixed, some have labelled it as little more than an evolution of the much used Hashtag system that Twitter popularised at its launch, others point out that news outlets already have their websites honed for delivering stories that matter. With Twitter approaching its tenth year and still not turning a profit, it seems unlikely that Moments will be the tipping point for them – but anything that keeps users on the website for an extended period of time will be seen as positive move for the social network.

But what does it mean to your business or brand? Currently, not a lot. Unless you’re Buzzfeed or CNN, it’s unlikely Twitter will want to chat to you about contributing to Moments at this stage. However, should its popularity with users grow, Twitter will look to monetise this feature with partners. Imagine contributing to a Moment around Glastonbury or the Great British Bake Off that is sponsored by your brand, this could bring semi-organic exposure to a new audience of potential customers.

Watch this space.