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Twitter Acquires OpenBack to Improve the Timeliness and Relevance of Push Notifications

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Twitter Acquires OpenBack to Improve the Timeliness and Relevance of Push Notifications

Twitter’s looking to improve the relevance and timeliness of its notifications, while also potentially reducing the impacts of Apple’s ATT update, with the acquisition of Dublin-based app enhancement platform OpenBack, which will provide Twitter with more capacity to customize and personalize its app notifications for every user.

OpenBack’s system utilizes a range of on-device signals and machine learning processes to determine the best time to deliver push notifications to each user.

As per OpenBack:

“OpenBack uses real-time personalization of content without complex backend systems and data synchronizations, meaning you can use any data in your app to segment and personalize messages for each user, on the fly, in real-time, for greater click-through rates.”

OpenBack process overview

Through this, OpenBack says that the app on each users’ individual device ‘controls, updates and tracks’ delivering push notifications and in-app messages at the perfect moment, ‘instead of just receiving push notifications from the cloud’.

That’s important, because it essentially lessens the reliance on iOS and Android systems to deliver notifications, which could reduce the impacts of Apple’s privacy-preserving ATT update.

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As per Twitter’s most recent performance update, the platform hasn’t been impacted by Apple’s ATT change as much as other apps, but even so, it’s still working to reduce any impacts where it can. And while switching to an on-device notification process won’t stop people from disconnecting Twitter from data tracking when prompted, it will enable Twitter to better customize its notifications, even if it is shut off, while it’s also another element that Twitter can note in its ATT alerts to users.

It’ll also help Twitter prompt users with more relevant notifications, at the best time.

As explained by Jay Sullivan, the Head of Consumer Product at Twitter:

“The best push notifications bring people to the conversations they care about on Twitter. But irrelevant notifications are a distraction. With millions of people visiting Twitter via notifications every day, we want them to be timely, relevant and engaging.

Discovery remains a key bugbear for Twitter, with the platform working for years to improve the discovery process for new users, while new features like Spaces still suffer from exposure challenges.

If Twitter can highlight the best tweet content, at just the right time, and get more people engaged in real-time discussion in the app, that could be a big step in boosting usage, and users, and making Twitter a more essential utility.

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If Twitter knows, for example, when you’re more likely to engage, based on past behavior, or what alerts you’re more likely to tap through on, that could be a big step, and OpenBack will help with these elements.

OpenBack’s team will be joining Twitter, and will get to work on updating the app’s notification systems.

Expect to see changes in your tweet alerts soon.  




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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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