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TWITTER LAUNCHES A NEW WAY TO FOLLOW YOUR FAVOURITE THINGS

In a bid to keep users engaged and optimise experience on the platform, Twitter is officially launching a new ‘Topics’ feature that will allow users to follow specific areas of interest.

The new Topic feature should help users find relevant tweets amidst the 500 million that go out daily. Being able to further curate and personalise their feeds has users excited and brands asking a lot of questions about how to leverage the new feature.

Earlier this year, British cosmetic brand, Lush, boldly announced that it was quitting social media because it was tired of ‘fighting with algorithms’ in order to appear in followers’ newsfeeds, and Topics may indeed make more brands feel like they are being drowned out, leading to an increased need for spending on promoted content. However, the new feature should also mean that brands posting reactive content and engaging with trending conversations will benefit, as they will likely gain cut through in Topic streams.

Twitter has said that the tweets will be curated by both humans and an algorithm, as opposed to Twitter’s ‘moments’ tab which is purely algorithm based. Ultimately, the feature’s success will depend on how responsive Twitter is in creating and managing topics that all users can engage with but we’re definitely curious to get involved.