There has been a lot of chatter around the internet the last couple of months surrounding a big change for Twitter come 2015.
If you’ve missed the buzz, keep calm and read on!
In September, Twitter CFO Anthony Noto was quoted by WSJ stating the current Twitter feed is organized in reverse chronological order and, “isn’t the most relevant experience for a user.” And “Putting [that] content in front of the person at that moment in time is a way to organize that content better.”
So what does this all mean?
Yup, you guessed it – Twitter is adding a more complex algorithm to your Twitter Feed in 2015.
Many are comparing the change to the Facebook feed which displays posts in a filtered view rather than Twitter’s current straight-forward chronological feed. The same people are worried the change will distort what makes Twitter standout, and deter the loyal followers from choosing Twitter over other social platforms.
When the first of these changes emerged recently, causing users to see ‘favorites’ by other users (who they may not follow), there was a lot of backlash. Despite the fact the favorites only showed up on your feed if people you already followed had favorited a tweet, it was still not well-received by the masses.
(Image Source: Buzzfeed)
We can’t help but to agree with the crowd. Twitter’s current feed is something that has withstood Facebook’s many News Feed changes, giving people a sense of stability. It also provided the opportunity for real time marketing.
Catchy campaigns like Oreo’s dunk in the dark from the Superbowl, or Arby’s tweet to Pharrell from the Grammys, may not have gotten the same recognition in a feed that was determined by Twitter about what is the most relevant content.
So how might this algorithm update change our Twitter strategy? What should we focus on to stay at the top of the feed?
1. Strategic Responses
While favoriting often has traditionally been used as a way to acknowledge others without blasting to your Twitter followers, the latest updates prove that in 2015 this may not be the case. While in the past you may have thoughtfully selected some tweets to retweet and haphazardly favorited others, you will now need to be cognizant of ALL of your Twitter interactions.
You also may need to upgrade the importance of retweeting and favoriting within your analytics and reporting. Since getting your tweet favorited can lead to more exposure now, keep tabs on how it effects your impressions and adjust content based on your results.
To further increase impressions, brands and publishers should redirect their focus on which hashtags they are using within their tweets. More than ever, trending hashtags will be more strategic to jump in on.
Trending hashtags could be the “organization” Noto alluded to in his initial quote about the feed changes. Therefore, to be at the top of the feed, you will need to be more timely with your content.
In an attempt to always be at the top of the list, even more brands will be tweeting about trending topics. This will make it difficult for small brands to be heard above the noise. Instead of trying to compete on the biggest trends, try focusing on strategic and niche hashtags, which will become a better place for discovery of your brand for industry content.
3. Share-worthy and Engagement-worthy Tweets
Some things aren’t going to change. To remain at the top of a person’s Twitter feed, you are still going to need to create visually stimulating content that is worthy of a retweet or favorite. Similar to Facebook, it will become somewhat of a popularity contest to get your content seen by more people.
But, this isn’t new. So I think we all can handle the emphasis on quality tweets in the update.
It just means tweeting even better content!
Are you excited or skeptical of the new Twitter feed? What impact do you seeing it having to your social strategy? Fill us in with your 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 the Webs Blog and Twitter.