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How Digital Marketers can Take Advantage of Twitter Algorithm Changes

In case you missed it, Twitter wants to make the timeline less real-time and provide a better user experience by moving tweets that are more likely to be enjoyed to the top of the list – a “best-tweets first” strategy. Basically, it wants to do what Facebook did with its algorithm changes a few years ago – you know, the one where your organic reach dropped to less than 3 percent.

This means it’s only a matter of time before you start to pay-to-play the same way you do on Facebook. That discussion is for another time, though.

What is important today is to understand what this does and does not mean. First off, this feature is opt-in meaning users who do nothing will not see a change to their feed. People who do opt for the new changes will see a list of tweets that Twitter deems most likely to be of interest at the top, followed by the typical reverse chronological order we are used to.

Twitter is still the best social network for real-time, live content. This shouldn’t change your current Twitter strategy, assuming you had a good one to begin with. However, these changes do point to Twitter’s long-term strategy of demanding better content, photos, videos, graphics and posts from brands wanting to be noticed.


This is another reason to publish consistently and frequently to make sure Twitter users have the ability to engage with your content. When a user engages you are now more likely to show up again because that user showed an interest (again, like Facebook).

Create more engaging content

Use video, photos, GIFs and graphics and use them as often as possible. Be visually heavy.

Here are Twitter’s own recommendations on creating engagement:

  • Photos average a 35% boost in Retweets
  • Videos get a 28% boost
  • Quotes get a 19% boost in Retweets
  • Including a number receives a 17% bump in Retweets
  • Hashtags receive a 16% boost

So, if your brand has a consistent rich-media focus on Twitter there is no real reason to change what you’re doing. If you’re not getting the results you’re wanting from your Twitter presence, now is a great time to rethink.

Contact us today to learn how we can help your content creation, distribution and analytics strategies to turn your brand into a real-time social media marketing machine.

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