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Twitter Previews Potential Enhancements for Lists and Topics, Including Activity Details and Location Sorting

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After adding lists as alternate, swipeable tweet feeds back in September, and then topics as an additional following option two months later, Twitter is now working to give lists and topics even more focus, with a range of updates designed to help improve content discovery, and connect more people – particularly new users – to increasingly relevant, engaging tweet content.

As part of a recent interview with Fast Company, various members of Twitter’s design and development teams provided insight into where the company is headed on both lists and topics, the introduction of which is designed to make it easier for people to link into the conversations of relevance to them.

As noted by Twitter product designer Steve Zimmerman:

“People would hear about all the great stuff that happened on Twitter all the time, and they just couldn’t find it. It’s like, ‘Oh my God, did you see what’s happening on NBA Twitter?’ And people would search for ‘NBA Twitter’ and be like, ‘Is this it? Have I found it? Is it a hashtag or something?’”

As Twitter looks to usher in the next generation of users, it’s hoping that by providing more discovery options, it will make the platform more accessible, and give people more of what they want – and less of what they don’t.

So how can Twitter facilitate this? Here’s a look at some of the features in the works:

Topic Activity Insights  

In order to help people better understand what they’ll see in their timeline if they follow a specific topic, Twitter’s developing new preview elements on topic listings, which would display things like related hashtags and follower counts, as well as notes on how active the topic is in the app.

Twitter Lists update

A particularly helpful, potential addition is the estimate of daily tweet volume, so you would be able to see, before you tap ‘follow’, just how many tweets you’ll potentially be piping into your feed by becoming a fan.

Twitter lists update

Improved Induction Process

Twitter’s also looking to refine its timeline set-up process for new users, which would take them through a range of simple steps to refine their interests – and ideally, keep them engaged through topics and lists.

Twitter topics intro

Based on your responses at each stage, the process would recommend profiles, topics and hashtags to follow. And interestingly, Twitter’s also working on a ‘location’ option, which would not only enable users to signify that they’re interested in tweets from or about a region, but also which specific elements of that area they’re most interested in being updated about. 

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As per Fast Company:

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“[Twitter has] explored what-ifs such as the ability to follow a place – say, San Francisco – on Twitter. And then to specify which aspect of that place you cared about most – such as its food, music, and art – so that your San Francisco Twitter might be strikingly different than someone else’s.”

That could be a good way to stay in touch with local conversations, while also filtering out the noise of, say, tourist shots or local marketing posts.

Improved Relevance

Of course, all of this is irrelevant if Twitter’s topic streams end up filled with spam – which is what currently tends to happen with trending hashtags, and the hashtag “jackers” who use those rising discussions to peddle their offerings.

Luckily, Twitter knows this.

As part of its development of topics, Twitter’s building new systems which can better identify tweets based on the content of each, as opposed to merely piping tweets from high profile users related to the subject into the stream. That means that if you follow ‘Basketball’, for example, you’re ideally not going to see a tweet from LeBron James about a non-basketball subject, despite James being a high-profile user, and his tweets generating high engagement.

Twitter’s looking to utilize not only machine learning in this context, but also human editorial input, in order to ensure that each topic stream maintains relevance. That’ll be a difficult balance to maintain, especially as it looks to scale topics further, but it will be key to ensuring that the topic streams offer something new and valuable for its audiences.

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Custom List Headers

Lastly, Twitter is also looking to develop new, custom image header cards for lists, providing another personalization element to the option. You can see an example of the custom image cards on the left below.

Twitter List header cards

At present, lists come with a randomly generated stock image (like those in the example on the right), which, as of last month, now also show up as a preview card in tweets when you share a list URL.

Twitter list preview card

Users will soon be able to further customize their display images, while Twitter’s also looking to add in a new list discovery element, which will enable users to sort through “the full universe of all these user-generated timelines” in order to connect with relevant, alternate tweet streams.

Each of these updates is interesting within itself, and each holds significant potential, with new ways to showcase your favorite content, and to discover more relevant, interesting insights from across the tweet spectrum. And while long-time users may not glean significant value from such, having already refined their tweet experience to a large degree, they may still find some value in additional options like location sorting, while the larger focus of the potential changes remains on getting new users more acquainted with the app.

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That’s particularly relevant for international markets, where Twitter is now seeing the vast majority of its growth.

Twitter mDAU Q3 19

As you can see in this chart, while Twitter has only added four million new monetizable daily active users in the North American region over the last year, it’s added more than 4x that in other parts of the world.

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For these users, who are less familiar with the app, refining the tweet discovery process could be a massive improvement.

Given this, it makes a lot of sense for Twitter to make it a focus, and it’ll definitely be an element to watch as we move into 2020.

Socialmediatoday.com

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YouTube Rolls Out New, Separate Data Tabs for Videos, Shorts, Live-Streams and Posts

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YouTube Rolls Out New, Separate Data Tabs for Videos, Shorts, Live-Streams and Posts

With Shorts becoming a bigger consideration for YouTube creators, and live-streams also driving significant results, it’s now moving to provide more insight on the individual performance of each content type, with improved analytics options within YouTube Studio.

As you can see here, soon, the ‘Reach’ and ‘Engagement’ tabs in Studio will be replaced by a new ‘Content’ tab, which will then enable the display of separate data for videos, Shorts, live-streams and posts.

YouTube Studio content analytics update

Tapping into any of these sections will show you dedicated data for each, making it easier to track the performance of your various content types, which has been a top-requested feature at YouTube, particularly since the arrival of Shorts.

Short-form content is the trend of the moment, and on YouTube, Shorts are already driving 30 billion views per day. Which is impressive in itself, but channel managers also want to know what sort of traffic Shorts is generating for their content, and how it contributes to overall growth.

Now, that data will be readily available in the Studio app, while you’ll also still be able to view your content performance in aggregate on the ‘All’ tab.

YouTube Studio content analytics update

YouTube notes that all the previously available metrics will remain available in this new format, though they may have been moved around. For example, Traffic Sources, which was available in the Reach tab, is now listed in each individual content type display.

YouTube Studio content analytics update

For more advanced analytics, you’ll need to switch to ‘Advanced Mode’.

“For example on desktop go to the top right corner and click on the ‘Advanced Mode’ button and there you’ll be able to filter metrics by content type, so that you can, for example, see the watch time on your live streams as well.”

YouTube Studio content analytics update

It’s a handy update, that will make it easier to measure the individual performance of your various YouTube uploads, and with Shorts becoming a bigger part of the puzzle, that could be key to determining how much time and effort you dedicate to each different format.

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It’s worth noting, too, that the content tabs will only appear if you’ve uploaded that type of video. If you’ve never hosted a live-stream on YouTube, you won’t see a ‘Live’ tab, same with ‘Shorts’.

More data is always better, and these new dividers will provide great insight into how each element is helping to grow your YouTube channel.

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YouTube says the updated YouTube Studio Content tab is rolling out over the next few weeks for all creators on desktop, Android and iOS.

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