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Twitter Adds New ‘Communities’ Module for Professional Profiles

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Twitter Adds New ‘Communities’ Module for Professional Profiles

Twitter has added yet another Spotlight module for Professional Profiles, with pro users now able to highlight a Twitter community on their main display in the app.

As you can see in this example, Professional accounts can now showcase their dedicated Twitter community beneath their details, and above the tweet timeline, which could help to drive more interest in more focused tweet discussion in the app.

That’s in addition to the other Professional Profile features available to those who convert their account, including improved analytics display, professional category options, additional contact details and more.

The new addition means that Professional Profiles now have five Spotlight elements to choose from to display on their Twitter home page.

Those are:

  • Location Spotlight – Showcase your business’ location, hours of operation, and additional contact methods
  • Shop Module – Highlight products, with direct purchase links in the app
  • Mobile App Spotlight – Display an app at the top of your Twitter feed
  • Link Spotlight – Add a link, with CTA, via a prominent button on your page

And now, you have Community Spotlight as well, adding to the growing range of prompts to help drive more traffic from your Twitter presence.

So, should you be looking to promote your Twitter community via your profile display?

That, of course, is entirely dependent on how you’re using Twitter Communities, and what sort of engagement you’re seeing, or want to see, in your dedicated community discussions in the app.

Overall, Communities don’t seem to have become an essential element of the Twitter experience, though Twitter itself says that Communities take-up has been good, while it has also noted that many pro users had requested the Spotlight addition.

Twitter hasn’t provided any official Communities usage insights, so we can only go on anecdotal notes. But really, all you need to know is what kind of engagement you’re seeing in your tweet communities, and whether that’s helping to shift the needle for your business.

If you’re looking to promote more enclosed, niche discussion in the app, then it could be a good option, while you could also look to spark all new conversations and interaction within a dedicated community space.

You can learn more about Twitter’s Professional Profiles here.



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Instagram Tests More BeReal-Like Elements as it Looks to Lean Into the Authentic Social Shift

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Instagram Tests More BeReal-Like Elements as it Looks to Lean Into the Authentic Social Shift

Will the BeReal process of posting an image of whatever you might be doing at a specific moment of the day end up becoming a lasting social media trend, or will it fade out, like many viral shifts before it?

It feels, in some ways, like it’s already waning – though BeReal did win App of the Year on both the Apple and Google (‘Users Choice’ category) stores for 2022. So there’s that – and overall, there is also a sense that BeReal has showcased an underlying trend in social, that people have had enough of the airbrushed, edited, sculpted personas that people present in their every upload and comment online.

It all feels a bit staged, and BeReal eliminates that, in a creative way. But what’s next for BeReal, as an app? Is there anything more that can be done with that concept?

Is there anything that other apps can do with it – and is it worthy of further exploration?

Instagram’s certainly giving it a shot.

After trying out a very BeReal-esque feature called ‘Candid’ earlier this year, Instagram is now also developing some similar features, focused on different elements within the app.

First off, Instagram’s working on something called ‘Roll Call’ which would enable group chat members to request that all participants add a photo or video of themselves to the chat within 5 minutes.

As you can see in these screenshots, posted by app researcher Alessandro Paluzzi, Roll Call is effectively a small-scale version of BeReal, within an enclosed group chat, as opposed to sending the request to all of your contacts.

Instagram Roll Call example

Instagram’s also working on ‘Glimpse’ Stories, which works exactly like BeReal, in using the front and back cameras to show what you’re up to at any given time.

Instagram Glimpse example

As you’ll note in both of these variations, they require participation, just like BeReal, with the images or videos posted only made visible to those who’ve also submitted their own contribution to the Roll Call/Glimpse.

Could that work, and become a more significant trend on IG, if indeed either feature is ever actually released?

I mean, maybe.

Again, BeReal has seen a massive surge in downloads this year, so there’s clearly interest in such functionality, and really, the BeReal process is more of a feature than a platform in itself, so it could also make more sense as a complementary element within Instagram or some other app, than as a separate app of its own.

But it also feels like a bit of a fad that people will tire of – an antidote to the artificiality that now dominates the main apps, but which doesn’t actually change them, or the way we use the more popular apps, as such.

Which is the real challenge. While there is clearly a desire for more genuine, honest communication within social apps, the big platforms already play such a significant role in our daily process that it’s going to be difficult to usurp them, while it’s also hard to resist the entertainment value of TikTok for distraction and engagement, veering away from social connection.

How do you make the mundane more interesting, and a more significant aspect, when it’s more of a curiosity, a fleeting interest to make you feel more connected, but not a longer-term engagement element within itself?

The unfortunate truth that all social apps have eventually shown us is that we’re all pretty boring. Most of us don’t lead amazing, glamorous lives worthy of constant documentation, which is what’s eventually led to more people portraying enhanced versions of their existence to glean more likes and interest from others in this constructed digital engagement sphere.

That’s then gone even further, into image editing and blatant distortions of reality, in all respects, which has then led people to question more of what they’re seeing, while on another front, friends and family sharing their political opinions has forced us to see sides to them that we never knew, and in many cases, didn’t really need to find out about.

Which is what’s then set the scene for an app like BeReal to come in, and show us, in a relatable, human way, that we’re actually much more closely aligned than these increasingly false or distorted depictions may suggest.

That feels like the seed of a new shift, a new way of approaching social media interaction – but thus far, that’s as far as we’ve got. There’s just not much else you can do to build on that concept, and lean into that trend.

Maybe it’ll spark the next industry shift, and maybe it’ll be Instagram or TikTok or some other established app that will crack the code and find the best way forward on this front (I’d argue that Snapchat’s focus on connection among friends is most closely aligned with this shift, as a general app approach).

But right now, it feels like a limited element, a glimmer of what could be in amongst the broader social media cacophony.   

Instagram might make more of a push to see what happens, but it may need something more to evolve this into a bigger element.  



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