Particularly, I believe that this is a movement that makes a lot of sense. When a social media platform chooses to recommend content, it’s because they want you to spend more time engaging with it – with more content at your disposal, you’ll have more and more to see and consequently will spend more and more time on it.

Two different feeds for users to choose from
As we mentioned, Twitter has two feed options – Latest and Home and they reiterate that this is not going to change (at least not for now). To make it easier for users to navigate between both feeds and know which one they’re scrolling, Twitter is testing new designs aiming to improve user experience.

High standards for tweet recommendations
The main algorithmic feed challenge, as you can imagine, is to recommend relevant, healthy, and authentic content. To make this work, the company is committed to working closely with its Health, Trust & Safety, and Machine Learning Ethics teams to ensure they’re recommending high-quality content.

Different content formats
On the way to get more engagement on the platform and have even more content to share, Twitter is also testing different content formats, aiming to create a multimedia-sharing environment and provide brands and creators with more ways to tell their stories.

And how does Twitter’s algorithmic feed impact brands?

If you made it this far, I know you might be wondering what these changes mean to you and to your brand, and the answer depends on your audience. If your audience is on Twitter, it’s probably worth continuing to invest in this channel, despite these changes.

Taking a closer look, not all of them are bad for brands. The Multimedia feature, for example, increases the range of options to tell your brand story and allows you to create bonds with your audience in different ways and formats. There’s already a lot to explore here.