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Twitter Acquires OpenBack to Improve the Timeliness and Relevance of Push Notifications

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Twitter Acquires OpenBack to Improve the Timeliness and Relevance of Push Notifications

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Twitter’s looking to improve the relevance and timeliness of its notifications, while also potentially reducing the impacts of Apple’s ATT update, with the acquisition of Dublin-based app enhancement platform OpenBack, which will provide Twitter with more capacity to customize and personalize its app notifications for every user.

OpenBack’s system utilizes a range of on-device signals and machine learning processes to determine the best time to deliver push notifications to each user.

As per OpenBack:

“OpenBack uses real-time personalization of content without complex backend systems and data synchronizations, meaning you can use any data in your app to segment and personalize messages for each user, on the fly, in real-time, for greater click-through rates.”

OpenBack process overview

Through this, OpenBack says that the app on each users’ individual device ‘controls, updates and tracks’ delivering push notifications and in-app messages at the perfect moment, ‘instead of just receiving push notifications from the cloud’.

That’s important, because it essentially lessens the reliance on iOS and Android systems to deliver notifications, which could reduce the impacts of Apple’s privacy-preserving ATT update.

As per Twitter’s most recent performance update, the platform hasn’t been impacted by Apple’s ATT change as much as other apps, but even so, it’s still working to reduce any impacts where it can. And while switching to an on-device notification process won’t stop people from disconnecting Twitter from data tracking when prompted, it will enable Twitter to better customize its notifications, even if it is shut off, while it’s also another element that Twitter can note in its ATT alerts to users.

It’ll also help Twitter prompt users with more relevant notifications, at the best time.

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As explained by Jay Sullivan, the Head of Consumer Product at Twitter:

“The best push notifications bring people to the conversations they care about on Twitter. But irrelevant notifications are a distraction. With millions of people visiting Twitter via notifications every day, we want them to be timely, relevant and engaging.

Discovery remains a key bugbear for Twitter, with the platform working for years to improve the discovery process for new users, while new features like Spaces still suffer from exposure challenges.

If Twitter can highlight the best tweet content, at just the right time, and get more people engaged in real-time discussion in the app, that could be a big step in boosting usage, and users, and making Twitter a more essential utility.

If Twitter knows, for example, when you’re more likely to engage, based on past behavior, or what alerts you’re more likely to tap through on, that could be a big step, and OpenBack will help with these elements.

OpenBack’s team will be joining Twitter, and will get to work on updating the app’s notification systems.

Expect to see changes in your tweet alerts soon.  



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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:

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Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.



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