LAST WEEK Twitter unveiled its redesign, with the new format set to be rolled out to all users over the next few weeks.

With over 100m user profiles it’s generated a lot of media chatter – but the biggest impact of the new design will undoubtedly be for brands that use the platform.

Twitter has always been mindful of avoiding the same ad formats offered by other social networks, as they haven’t wanted to overload the site or risk alienating its users. However, this has led critics to question how the social network could ever successfully monetise its offering.

In the past brands have linked Twitter profiles to less restrictive Facebook pages to offer better levels of engagement, but this is set to change with the new format offering.

Twitter used to focus on offering advertisers options based around the user experience, such as promoted tweets and trends, which allow brands to source more relevant target audiences.

Although there are no plans to change the text-based advertising model, the new design is set to make brands’ profile pages a lot less restrictive. Brands will have more creative control over the design of their profile page, including the ability to add a large header and embed multimedia into it.

Brands can also interact with users via a new “discover” tab, which combines stories, hashtags and multimedia – an ideal opportunity for brands to tap into previously undiscovered potential customers.

Likewise, with promoted tweets now becoming URLs, followers will be able to engage with brands more easily. Perhaps most interestingly of all, a single tweet can be promoted to the top of a profile timeline to truly showcase what the brand wants to reveal from its presence on Twitter.

With new versions of its desktop, mobile and app sites being integrated, brands will have a streamlined, elevated presence in the new Twittersphere.

By allowing brands to differentiate themselves through customised pages and encouraging greater interactivity between users, Twitter is simultaneously recognising how important both multimedia and brands are to its continuing success.

INTERNET entrepreneur Ben Hatton is founder and managing director of digital agency Rippleffect. Follow Rippleffect on Twitter @rippleffected