Why We Should Embrace Twitter’s Experiments Instead Of Shooting Them Down
Edge’s Richard Parker says Twitter is going to change the way it delivers its timeline whether users like it or not so we may as well concede the tech platform has a point.
Apparently, Twitter’s chief financial officer (CFO) Anthony Noto, has been running his mouth off at the Citi Global Technology Conference in New York, about Twitter’s imminent timeline rejig. He was quoted as saying, somewhat undramatically, that the reverse chronological order of content that Twitter is known for “isn’t the most relevant experience for a user”.
Apparently Twitter tested the idea of surfacing content that people you follow have favourited in your timeline back in August – and it didn’t go down to well amongst Twitter users who didn’t take kindly to what they saw as Twitter forcing content on them that they hadn’t asked for.
So what exactly did Noto say? Well, according to the Washington Post:
It’s important to understand what Noto did and didn’t say. He pointed to the problem of important content disappearing quickly and said that Twitter might resurface tweets from people who the user already follows if the company deems those tweets important. How that would work is anybody’s guess. But Noto did not suggest that Twitter would start filtering or curating timelines (my emphasis). If all Twitter does is resurface a tweet from someone that a user follows, they’re not distorting what the user sees. That user already follows the person whose tweet they’re now seeing. They would have already seen the tweet if not for the fact that they were away from their timeline.
Hmm. Noto’s clearly got a point about content disappearing quickly on the newsfeed. It’s problematic in a number of ways.
Firstly, there’s a threshold – a function of the number of people a user follows and the frequency at which those users post – after which without being logged in all the time, users will miss a lot of posts. The user has a choice here – accept missing the posts, or follow less users.
And obviously, from a broadcast viewpoint – whether you’re a brand or an individual – it’s difficult to get content out to your entire follower base without tweeting the same content numerous times, which could alienate users who spend a lot of time on Facebook.
These are issues. But is resurfacing favourites-of-friends the answer? I’m not so sure about that.
For one thing, just because I follow someone doesn’t mean that I care what they favourite. I might, for example, follow a politician for their views on government – I don’t care that they favourite a brand or a musician or a place, and yet if they do, the content from that user will be surfaced to me. No thanks. It also affects my behaviour as a user. Am I more, or less likely to favourite something knowing that it might then show up in my friends’ feeds?
For another thing, not all of the people I follow are equal in terms of their influence on me – or to put it more succinctly, I give more of a shit about some users’ opinions than others. Twitter would need to do some serious work to make sure that they only resurface content from favourites of friends whose opinions I respect. And even then, they can only go on observed behaviour, and what I click on or favourite depends on what I see on my timeline at any given moment – which is a random, time-based sample of the users I follow, and not necessarily reflective of my rational preferences.
I wonder whether Twitter could take this opportunity to do something more interesting. It would be a shame to see them reduce the amount of content that users see, as Facebook has done, based on a bunch of assumptions. Rather than ape the algorithmic tinkering of Facebook, Twitter could allow their medium to become truly user-controlled by allowing people to prioritise the users they follow – a simple preferential indicator like ’ Trusted’ or ‘Respected’. Giving users this power would also be interesting from a brand viewpoint: only brands that consumers really want to hear from would get any kind of cut through.
This approach COULD help to negate the filter bubble effect, too. Sometimes our actual behaviour is different to the way we think we want to behave (that old thinking fast and slow thing), so an algorithm that shows us content based on observed behaviour could be reducing the breadth of opinions that our evolved brains want to see. But it would also reduce Twitter’s opportunities to eventually ape Facebook in gradually reducing organic exposure for brands, and helping to position Twitter as a paid platform.
Whatever happens, something is sure to change, whether users want it or not – and experience tells us that any tinkering with timelines and news feeds is greeted with initial uproar, gradual acceptance, and eventual amnesia that it was ever different.
Richard Parker is the joint managing partner of Edge.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.