Back in November 2014, Twitter held its Analyst’s Day conference and previewed updates that were set to be rolled out in the New Year. We have reached 2015 and, as promised, some of these updates have already started to emerge on Twitter.
No time like the present to share these changes and give a little insight to how it affects social media marketers.
Twitter announced they would be adding a more native way to add rich media to your tweets. The new feature allows you to record, edit, and share your own videos on Twitter to allow for a friendlier video-watching interface.
We haven’t seen this feature released yet, but we have a feeling it will take your YouTube videos to a new level. Instead of needing to be an advertiser to add video, you will be able to organically share videos and enjoy the engagement this media reaps. What will be most interesting is to see if their new analytics dashboard will also include views or more advanced video insights to determine the new video feature’s success.
2. Private Tweets
With just one click of a new button, Twitter users will be able to share a tweet privately within a DM (Direct Message). This means that sharing public content in private conversations will become a lot easier.
Image Source: TechCrunch
While this may not be a feature helpful to most marketers, it will be valuable as another way for users to share brand messages. Imagine a user sees your promo code on Twitter and knows their friend would love to know about it, they can now easily share that information without making it public through a retweet or mention.
Granted, we would love to have more eyes on our tweets, but we know a targeted one-on-one message is more effective (and profitable)!
This feature hasn’t appeared on any feeds yet, but we are on the lookout!
3. Timeline Algorithm
In September 2014, Twitter CFO Anthony Noto talked of a new Twitter algorithm in this statement to the Wall Street Journal:
Twitter’s timeline is organized in reverse chronological order, a delivery system that has not changed since the product was created eight years ago and one that some early adopters consider sacred to the core Twitter experience. But this ‘isn’t the most relevant experience for a user,’ Noto said. Timely tweets can get buried at the bottom of the feed if the user doesn’t have the app open, for example. ‘Putting that content in front of the person at that moment in time is a way to organize that content better.’
His remark about the Twitter timeline threw many marketers into a frenzy of discussion about the consequences of adding an alternate algorithm to the Twitter feed, which will show users “filtered” content.
Webs concluded the way to combat these changes and remain at the top of the feed was to strategically respond, choose hashtags carefully, and continue to post share-worthy and engagement-worthy tweets.
We haven’t made it past the first week of January and we are already seeing pieces of this update with the introduction of “While You Were Away…”
Image Source: TechCrunch
Not all users have seen this feature yet, but it appears to be a summary of tweets that were newsworthy since the last time you logged on to Twitter.
These Facebook-like updates are not new to Twitter, but the reasoning behind the copy-cat changes has finally become clear with the fourth and final update from Analyst’s Day.
4. New User Onboarding
“Instant Timeline” is a plan to fix Twitter’s growth problem.
While Twitter has continually struggled against Facebook (millions vs. billions) in regard to user-growth, it makes sense that they start making changes that are similar to the social network giant that knows how to reel in new users and keep them around.
“Instant Timeline” will help those who have just joined Twitter to find the right people to follow and build their feed with rich and meaningful content. This is the first time since 2011 Twitter has overhauled their onboarding process (Christian Oestlien, VP of Twitter).
Essentially, “Instant Timeline” will borrow the idea of gathering newsworthy and popular tweets to display to new users and give them the chance to find new people and brands to follow.
Meaning there is a big marketing advantage to being a part of this group of tweets to a new Twitter user!
The best way to deal with these new updates is to effectively use the tools Twitter has given you. Strategic posting, photos, and now video will allow you to be relevant, timely, and visually engaging to succeed on this platform.
Are you excited for these Twitter updates? Share your thoughts with us in the comments!
About the Author: Deanna Zaucha is the Content Marketing Coordinator for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on Pagemodo’s Blog and Twitter.