Algorithms have officially transformed our social media experience. Facebook first proved algorithms that reorganize posts to prioritize accounts you engage with most often, improving user experience and sales opportunities. With Instagram’s introduction of an algorithm in March, it seemed inevitable that Twitter would follow suit. Jack Dorsey, CEO of Twitter, stated: “Twitter can help make connections in real-time based on dynamic interests and topics, rather than a static social/friend graph.”
Previously, tweets appeared in user feeds in reverse chronological order, and the platform added a ‘while you were away’ feature that prioritized tweets according to user engagement. Now, after preparing users for a more complete transition to an algorithm-based feed, the algorithm is officially the Twitter default feed.
Love it or hate it, it changes the way users and brands interact with the platform. Small businesses will miss the opportunity for real-time marketing that made Twitter so attractive for social marketing.
Here are some of the possible implications of Twitter’s algorithm change:
More New Users
Twitter’s growth has been slowing, and first-time users struggle to acclimate to the platform that has strict rules, an awkward interface, and a language of its own.
Still, with 974 million active users, the reverse chronology feed is a constant deluge of information. Sorting tweets algorithmically would theoretically help alleviate that. This is good for businesses who often get lost in the stream of information. With a good strategy and high-quality content, they can stand out with potential customers.
Real-time marketing
Twitter’s stream of consciousness posts have made the rise of real-time marketing an effective strategy in recent years. The updated algorithm will likely mean brands will have to pay to have their real-time tweets distributed to a certain number of people.
Budgeting for new media advertising will be more important than ever. Twitter gained popularity with brands because of it’s highly engaged audience, and that has not changed. Accessing these valuable potential clients is still important, but may no longer be free.
Higher Quality Brand Content
The algorithm puts the control back in the hands of the users. Through engagement they decide what they want to see more of. ‘Spammy’ marketing content can easily be filtered out of feeds simply by never engaging with similar posts. Brands must be sure to create content that is interesting and marketing offers that are authentic in order to avoid being unfollowed.
The change will not feel as dramatic as the original Facebook algorithm change, or even the Instagram transition. Users who have been using other platforms are comfortable with the algorithmic, and this could actually make them use Twitter more.
Find out how we can help you power up your social media marketing by calling us at (904) 638-7555.
At Times-Union Media, we can help grow your business. We offer a full suite of digital marketing services that reach real customers who want to do business with you. Not only do we have proven local capabilities along the First Coast, but also because we are part of GateHouse Media™, we have extensive technology and resources at our disposal for your success.