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Twitter Adds Hashtag Discovery to Communities to Help Improve Engagement

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Twitter’s added a new discovery element to its group-like Communities, with a new display of the top hashtags used in each community, which will then link you through to relevant tweets around those topics.

As you can see in this example, Communities pages on Android and the web (coming to iOS soon) will now display a listing of the most used hashtags within that group in a new panel above the tweet feed. Tap on any tag and you’ll then be able to see all the tweets from within that community that have used that tag.

It could be another way to encourage more engagement within Communities, which thus far doesn’t seem to have become a big element of the tweet experience.

Originally launched in September last year, Communities is Twitter’s attempt to tap into the popularity of more enclosed, topical discussion, incorporating elements of both Facebook groups and Reddit to establish another way to interact via tweet.

Which is interesting, and definitely worthy of experiment – though anecdotal feedback thus far suggests that engagement within Communities is relatively low, with the required shift in habitual behavior likely a significant barrier for adoption within the app.

Part of the problem seems to be that many communities have smaller audiences than many individual users have on their own profiles. So if you can post to a community, and get limited engagement, or post to your own profile, and get a lot more reach, the enticement for using the option is not that significant.

Twitter’s initial approach, which saw Communities being either ‘invite-only’ or ‘open to all’, may have also impacted overall interest, because you either had to know somebody already active within an interest area to gain access to a community, while ‘open to all’ groups were quickly filled with spam, turning users away.

Twitter has since moved to address this, with a ‘request to join’ option, where community admins are able to approve or deny requests. But it does seem like those initial missteps may have reduced interest, which hasn’t helped to make Communities a key tweet option as yet.

Still, Twitter says that it’s been happy with Communities take-up thus far, and without official usage numbers, we don’t really know how significant Communities currently is as a connection tool.

It could still become a thing, even with Twitter refocusing its resources on its core elements, and shifting away from its newer experiments.

I mean, Twitter did add 9 million more users last quarter, so it must be doing some things right to improve engagement. And as these new users come on-board, who are less familiar with how Twitter has worked in the past, maybe Communities, and its other, newer tools like Spaces, will become more habitual usage elements.



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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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