We all know Twitter is in trouble. Engagement down. Growth down. And overall platform understanding and adoption remains confusing for new users - and Jack Dorsey is being brought back to the helm to try and right the proverbial fail whale.
Enter Moments for Twitter's app. A new way for users brand new to the platform to explore what's happening in the world through the 140 character lens.
Drawing on the Snapchat-fullbleed-Discover page layout and swiping aesthetic initial reactions would suggest this could be a great gateway for new users both young and old to come back to Twitter, regardless of whether you ever decide to follow someone or post yourself.
For brands and personalities Moments could become the new battleground for attention in the platform. With #TrendingTopics still hidden away in Discover mode and limited customisation on the fly - Moments has some real potential.
Well, until the Superbowl rolls around anyway.