Twitter could be introducing a new algorithm, but what could it mean for the future of the platform?
*Disclaimer: Since this blog went live, Jack Dorsey, Co Founder of Twitter, announced that real-time Tweeting will still exist (huzzah!) So, this is more of a “What a New Twitter Algorithm Could’ve Meant For Brands If It All Went Ahead” angle. Anyway, sorry for the interruption and stuff – happy reading!
The thing about Social Media is that just when you think you’ve got the hand of a platform, BAM! They come out with something new. It’s not always a bad thing (we’re all for evolution and all that stuff) but with big risk, comes big change – it’s a circle of life thing (ahhhh zabenyaaaaa – sorry, had to be done). On that note, Twitter recently announced that they could be introducing a new algorithm, meaning the reverse-chronological timeline we’ve all come to know and love will be replaced with tweets that are more relevant to us as a user, rather than those that are the most recent. The thing is, this reverse-chronological style is what makes Twitter completely unique as a platform and sets it aside in terms of content, user experience and how we communicate with one another. So, if it all goes ahead, what could it mean for brands?
Not-So-Live Tweets
One of the things that Twitter lends itself really well to is live events – the fast-paced, micro-blogging nature of the platform allows us to create a running commentary of what’s happening right in front of us, as and when it happens. This is top notch for brands, especially those who might be running an event of their own, or even a live Q&A session – but of course, it all relies on Twitter’s reverse-chronological order (otherwise, things could start getting a bit mixed up and come out like some secret code when really all you’re wanting to do is tell a story). Sure, there’s still things like Periscope and Meerkat, but with Facebook introducing Live Stream (which, for the record, is fully integrated) there could be a massive change in how we communicate events online.
Better Advertising Capabilities
On the plus side, the new Twitter algorithm could be good news for brands when it comes to advertising. In comparison, it’s safe to say that Facebook are still ahead of the curve when it comes to targeting, so this could be a shift on the scale. With the introduction of Twitter Moments, the new timeline and stronger advertising capabilities, could we be seeing a more integrated approach across the entire platform? Sure, this could be a red heart (not gold star – they changed that too) for big brands who want to get their campaign trending, but could potentially make it harder for smaller brands or individuals to get their 15 minutes of fame in the trending spotlight.
Not the Only Special Snowflake
Judging from user feedback (see #RIPTwitter – oh, the irony) people don’t seem to be too keen on the whole algorithm thing (most people really just wanted an edit button by the looks of things). With so many different platforms out there, competition is fierce, and it’s unique features like Twitter’s reverse-chronological timeline and the 140-character limit (which could be now changing to a 10,000 character limit) that keep users coming back. From the perspective of brands, it gives them the opportunity to think differently when it comes to Twitter content – again, it’s a case of quality vs quantity – but at the same time, by removing a lot of Twitter’s unique features, it might lend itself to more ‘copy and paste’ content from platform to platform. As a result of this, could we see more users shifting over to Snapchat and Instagram? Only time will tell.
What do you guys think?
@MadeBrave business decision that’s great for their advertisers, but comes at a cost for the users. Defeats the product’s (twitters)purpose
— Victoria Kerr (@Victoria_Kerr) February 6, 2016
@MadeBrave I think this is positive for (engaged) brands. Social for brands is ALL about relevant engagement. Be relevant = algorithm joy.
— Kevin Mitchell (@Mitchinator) February 6, 2016
@MadeBrave if it’s a case of not wanting to miss anything, more people should use lists. Such an underrated feature.
— Mack Nicholls (@Mack_Nicholls) February 6, 2016
@MadeBrave I’d say we miss out on a great deal, I mean twitter is essentially giving us a predetermined filter on content
— Creative Fruit (@RaspberryCreatv) February 6, 2016
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