Dive Brief: 

• Last month, Twitter changed its format to automatically display images and Vine videos in feeds—a move that caused some excitement among advertisers and marketers. 
• At first glance, brands are seeing an increase in engagement (favorites, retweets, replies, etc), but the image-centric changes don't seem to be driving any more traffic to brands' sites. 
• A small A/B study from marketing software provider Driftrock, showed that the in-stream photos outperformed tweets without images drastically, but followers were much more likely to click the image link rather than the website link. 

Dive Insight: 

The Twitter changes have only been in effect for a couple of weeks, so it is a bit early to make a definitive ruling on whether the automatically displayed images will boost web traffic. It's clear that Twitter's "banner ads," as they have been called by some, are gathering attention from followers, so the task now is to understand how to convert that to web traffic and sales.