As part of its broader focus on providing more control options for users, Twitter has today launched the first live test of its new process to remove specific followers from your audience, eliminating the need to block/unblock for the same.
As you can see in this image, those in the new test will now be able to select ‘Remove this follower’ direct from each specific user’s options listing within their ‘Followers’ display. The user will not be notified that they’ve been removed, and they will be able to re-follow you again, if they choose. But it provides a less intrusive way to remove somebody who you maybe don’t want engaging with your tweets any longer.
Twitter’s been testing the option over the past few weeks, with the remove process spotted by app researcher Alessandro Paluzzi last month.
Twitter also pointed to the option in its recent overview of coming control tools, which will also likely include options to archive your old tweets, remove yourself from a tweet discussion and hide your likes.
The broader focus is on providing more ways for users to manage their in-app interactions, and avoid unwanted engagement, with Twitter also adding a new ‘Safety Mode’ option last week that enables users to automatically block mass-mentions of their account, which provides a means to avoid tweet pile-ons and ‘Cancel Culture’ impacts.
Being able to quickly and easily remove followers could help to reduce confrontation, while also avoiding future issues. So long as the user doesn’t notice, of course, which could have its own complications as well – but then again, you’ll still be able to block people entirely if it goes to that next stage.
The capacity to remove followers could also be beneficial for brands, with businesses now able to more easily conduct follower audits, which could help to improve their audience analytics, and maximize performance.
Your tweet analytics data is only relevant if your audience is comprised of actual, potential customers, people who may buy from your brand as a result of your messaging. There’s no point knowing, for example, that your best time to tweet is 10am on a Tuesday if half of your followers were never listening to you anyway, while understanding that more people engage with video in your tweets would be more helpful if you had a clearer understanding of who those people viewing actually are.
At the same time, your tweet reach is at least partially defined by tweet engagement – so removing followers who may well be bots, are inactive and/or ultimately never engage could help to improve your data and subsequent performance in the app.
The same also relates to lookalike audiences for ad targeting, with the capacity to remove inactives improving the input data for such in your campaigns.
Again, you can block/unblock to do this now, so functionally, it doesn’t add a heap, it’s not a ‘game changer’ in this respect. But by having a less intrusive, less confrontational means to review your audience, it could provide benefit, through simplified process.
Twitter’s new ‘Remove follower’ option is now in testing in the web version of the app.
Pinterest Launches Pin Ads in Argentina, Colombia and Chile
As it continues to expand its ad offering, in order to maximize its business opportunities, Pinterest has today announced that Pin Ads will now be made available to all businesses in Argentina, Colombia and Chile.
As explained by Pinterest:
“Businesses of all sizes now have access to multiple types of ad formats and targeting options in Argentina, Colombia and Chile, to reach new audiences with meaningful, useful content as they discover ideas and plan new projects.”
Pinterest says that it recently launched its first ads with a small group of early partner brands in these regions, including Tiendas Paris and Publicis Groupe, which has paved the way for today’s full market expansion.
The announcement is the latest in Pinterest’s growing Latin American business push, with Pinterest Ads also made available in Brazil and Mexico last year. The app reaches around 80 million active users per month in the region – over 18% of its total user base – which represents significant opportunity, and highlights the expansion potential that Pinterest still has in this respect.
Further to this, Pinterest also launched ads in Japan just last month, enabling businesses to reach another 8.7 million active Pinners.
It’s somewhat surprising to consider the extended reach that Pinterest is still yet to achieve with its ads business, and how that could translate to more revenue for the company – and with the platform also warning of ongoing revenue pressures throughout 2022, and its overall user base in flux to some degree, it needs to tap into these expanded markets to boost its potential and showcases its value to investors.
Maybe that will be the remit of incoming Pin CEO Bill Ready, who took over from Ben Silbermann last week. The platform has been on a roller coaster ride throughout the pandemic, with usage reaching new highs, then normalizing once again, which has left many unsure what the future holds for the app. Ready, a former Google commerce chief, will now be tasked with stabilizing the ship, and maximizing performance – and you would assume that this would include a significant expansion of its ad business to facilitate more opportunity.
In selling its new Latin American expansion, Pinterest also reiterates that 97% of the top searches in the app are unbranded, and consist of 2-3 word queries, which makes Pinterest an effective tool to reach people while they’re still considering their next purchase.
“Pinterest is one of the rare platforms where it is truly possible for brands to engage with new customers who are intentional, open and making buying decisions.”
There is opportunity in Pins, for sure, and the addition of a Google insider should help to advance its discovery ambitions in this respect.
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