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Twitter Tests New Tweet View Count Display to Better Highlight Content Reach

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Elon Musk Launches Hostile Takeover Bid for Twitter

Not entirely sure about this.

Today, Twitter has launched a public test of a new ‘Views’ count on some users’ tweets, which displays the total number of times that each of your tweets was seen in the app.

As you can see in this example, posted by @chimponsey, in the expanded tweet activity display, some users are now also seeing a ‘Views’ listing, alongside ‘Retweets’ and ‘Likes’.

The count is also indicated by an eye icon in the main tweet stream.

Tweet view count

So, cool, right? Now, instead of thinking that people are seeing your tweets and not engaging with them, you’ll know for sure, which should do wonders for your self-esteem.

Technically, the feature doesn’t add anything new, in that you can already view your tweet impression count in the full tweet analytics display (accessible via the graph icon on your tweets).

Twitter impression data

‘Views’ and ‘Impressions’, of course, are not the exact same thing, but as confirmed by Twitter, this is the data that people seeing.

So why put it in the general info display, and confront people with that figure?

At a guess, I would assume that this is part of Twitter’s ongoing effort to demonstrate that it’s more popular and influential than its general usage numbers may suggest.

Twitter, for example, currently has 238 million monetizable daily active users, which puts it well behind Facebook (1.9b), Snapchat (347m) – basically, every other big social app has more users than Twitter, which has struggled to grow its audience over time.

But according to Twitter, this doesn’t tell the whole story, as many people are consuming tweet content regularly, despite not logging into the app. At one stage, Twitter pegged its ‘logged out’ monthly user count at 500 million, more than double its actual usage figure.

Twitter logged out users chart

That’s a significant story for Twitter to tell, because it points to the broader influence of the app, which could make it a more valuable consideration for brands, thought leaders, creators, etc.

Maybe, by making tweet view counts more present, that will help to reiterate this – because maybe, even though your tweet only got 10 likes, 10,000 people actually saw it.

I mean, that still doesn’t seem like hugely helpful data to have from a self- confidence perspective. But maybe, by knowing that you are actually reaching a lot more people than the Like and retweet figures suggest, that will help you revise and refine your tweet approach to improve engagement and response.

Some users have also reported seeing profile view counts in the app as well, which falls into the same category, with profile view data also already available in your tweet analytics.

Maybe, by making these insights more front of mind, that could have a positive effect – or the negatives of such are minimal enough to justify a full test either way.

I guess, what Twitter really needs to know now is whether having this data more immediately available then reduces people’s propensity to tweet. If you’re seeing that a lot more people are viewing your tweets than you’d thought, because your other engagement stats are low, that could make you feel like you’re not great at tweeting, and see you share less as a result.

If that happens, Twitter will no doubt switch it back – but it could also, as noted, give users more context as to the true reach potential of the app.

Twitter has confirmed that the new view count display is currently being tested with a small group of users.



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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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