Twitter verified this week it recently ran the test suggesting accounts to unfollow.
The test lasted for just a few days, was applied to a small fraction of customers, and has since ended, according to a written report by Record .
Twitter may not comment on whether or not any brand balances, or accounts belonging to high-profile personas or politicians were included in the check; but , per Slate’ s survey, one user did receive a recommendation to unfollow ESPN commentator Katie Nolan, whose Twitter account offers 420, 000 followers.
A Twitter spokesperson sent Marketing and advertising Land the following statement on the check:
We know that individuals want a relevant Twitter timeline. One method to do this is by unfollowing individuals they don’ t engage with frequently. We ran an incredibly limited check to surface accounts that people are not engaging with to check if they’ d like to unfollow them.
Twitter has taken a good eagle-eye approach to making its schedule more relevant and improving the entire health of the app during the past 12 months. Since both Twitter and Facebook discovered their particular platforms had been plagued with bad actors aiming to influence the 2016 US elections, each company has brought several steps to clean up their feeds . In past times months, Twitter has launched brand new political advertisement policies , limited third-party app access and tried to improve how conversations occur on the platform.
But some of Twitter’ t steps to fix itself have impacted how brands use the platform. Within February, Twitter stopped allowing simultaneous posts by multiple accounts that will included identical content — an insurance policy that directly impacted brands plus publishers managing numerous accounts.
Suggesting accounts to unfollow based on low engagement may show Twitter’ s commitment to enhancing the user experience, but at exactly what cost to brands and influencers?
Without knowing what indicators were being used to set the guidelines for the test, it’ s not possible to know whether or not Twitter’ s methods would suggest unfollowing brand or author accounts that do not interact with fans in the same way an individual may. The idea that Tweets could possibly suggest users unfollow this kind of accounts is vaguely reminiscent of Facebook’ s decision in January in order to change the algorithm to de-emphasize branded content.
Whilst Twitter’ s test may have just included an incredibly small group of customers (and is no longer even a thing with regard to now), it demonstrates the need for manufacturers — and any others utilizing the platform as a marketing tool — in order to reconsider their Twitter strategy and exactly how they engage with their followers.
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