You can now follow profiles from within Twitter Moments

When perusing through Moments within Twitter’s mobile apps, you can now follow the account that is being showcased. If you find a tweet interesting and you want to follow what that person is talking about — perhaps more about that particular moment — just tap on the tweet and you’ll see a “follow” button at the bottom of the window.

This update comes at the same time as the introduction of polls into Twitter Moments.

Although Twitter is actively pushing Moments in its marketing campaigns, including in commercials that ran during this year’s World Series, until recently, it was difficult to keep track of highlighted users. Yes, you could see which account was cited, but there wasn’t an efficient way to follow them.

https://twitter.com/TwitterMoments/status/667767933020594176/photo/1

While Twitter hasn’t released any usage numbers on Moments, the addition of easy following could be a boost to the company in its effort to show why you should be using the service. Right now when you see a moment, you’re seeing a human-curated view put together by the folks at Twitter. But while they may share specific tweets from an eyewitness or a media company, sometimes there might be more that’s not shared in a moment — thus the reason for the follow.

In a way, you might think of Moments as a step better than the old Suggested User List, where new users were shown recommendations on who to follow, but without any context. Moments can be useful in not only answering the question about who to follow, but also why.

With the introduction of promoted Moments, the follow button could also give brands another metric to follow — how many people followed their Twitter account as a result of their advertising campaign.

As a refresher, Twitter debuted Moments in October to curate the best tweets concerning major events. Formerly codenamed Project Lightning, the service showcases tweets from not only news, but also from a select group of partners like BuzzFeed, Entertainment Weekly, Getty Images, NASA, The New York Times, and Major League Baseball.