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Twitter’s Developing a New ‘Reply Filter’ Option to Give Users More Control Over Their Tweet Experience



Twitter’s Developing a New ‘Reply Filter’ Option to Give Users More Control Over Their Tweet Experience

It’s no secret that Twitter can be a cruel and unforgiving platform for those that tweet the wrong thing – whatever that may be. Some use this to advantage, with many media personalities and politicians now posting divisive comments as a means to boost their own presence, and remain top of mind. But for others, the tweet backlash can get overwhelming fast, which is why Twitter has been working to provide more ways for users to control their in-app experience, and limit negative interactions where possible.

And it could be close to releasing another new element on this front.

As you can see in this example, posted by app researcher Jane Manchun Wong, Twitter’s currently developing a new ‘Reply filter’ option, which would enable users to reduce their exposure to tweets that include ‘potentially harmful or offensive language’ as identified by Twitter’s detection systems.

As noted in the description, the filter would only stop you from seeing those replies, so others would still be able to view all responses to your tweets. But it could be another way to avoid unwanted attention in the app, which may make it a more enjoyable experience for those who’ve simply had enough of random accounts pushing junk responses their way.

The system would presumably utilize the same detection algorithms as Twitter’s offensive reply warnings, which it re-launched in February last year, after shelving the project during the 2020 US Election.

Twitter warning prompt

Twitter says that these prompts have proven effective, with users opting to change or delete their replies in 30% of cases where these alerts were shown.

That suggests that many Twitter users don’t intentionally seek to offend or upset others with their responses, with even a simple pop-up like this having a potentially significant effect on platform discourse, and improving engagement via tweet.

Of course, that also means that 70% of people didn’t agree with Twitter’s automated assessment of their comments, and/or are not concerned about offending people. Which rings true – as noted, Twitter can still be a pretty unrelenting platform for those in the spotlight (actor Tom Holland recently announced that he’s taking a break from the app due to it beingvery detrimental to my mental state’). But still, a 30% reduction in potential tweet toxicity is significant, and this new option, which would likely utilize the same identifiers and algorithms, could add to that in another way.


As such, it’s, at the least, a worthy experiment from Twitter, providing even more ways for users to control their in-app experience.

There’s no word on an official release as yet, but based on the latest examples posted by Wong, it looks as though could be coming soon.

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



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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