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Twitter Continues to Evolve Communities and Other Topic-Based Engagement Options in the App

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Twitter Continues to Evolve Communities and Other Topic-Based Engagement Options in the App

We need to talk about Twitter Communities.

Or more specifically, it’s worth discussing the ways in which Twitter’s going about enhancing user engagement through Communities for more enclosed tweet discussions, and other experiments that could eventually change the way that you tweet.

Communities is the most obvious element on this front, because it’s already live, and is already developing as an option to improve tweet engagement.

Indeed, while Twitter hasn’t shared any official stats on Communities usage as yet, it has said that its biggest communities (in terms of sheer member numbers) have all been created in recent weeks. So while it may not seem like a major element in the Twittersphere as yet, it is growing – whether you realize it or not.

And Twitter is addressing key problems with the option. At launch, one of the flaws that I identified was in limiting the capacity for people to join Communities, with only those invited by current members able to join a group. Twitter’s fixed this with a new option to request to join, while it’s also improved its controls over open and invite-only groups.

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There are still some problems with this (the capacity for members to invite five people will likely dilute group quality), but the system is improving, which will facilitate more control over membership.

Twitter’s also added a new member search option to help admins locate mods primarily, while also facilitating other use cases, while it’s also now testing Communities search on the web to make it easier for users to find groups to join.

Twitter Communities search

Improving discoverability is a key focus, and while I’m not entirely confident that Twitter’s algorithms will be able to highlight the most relevant communities to each user, being able to search for yourself, across all apps, will help.

But there are still some bigger questions around engagement, and whether Twitter users will actually care enough about sharing in more enclosed, topic-focused groups, as opposed to posting to their own followers.

A problem in this respect is that most Twitter users have already curated their audience over time, by choosing who they follow, and tweeting about certain subjects to build an audience. Given that they’ve already cultivated a group of people that are interested in the same things, do we really need Communities? Is it really worth tweeting into these smaller groups?

The main use-case for Communities is to give users more options to share on different subjects, as opposed to feeling confined to certain topics to appease their one audience.

As explained by Jay Sullivan, Twitter’s VP of consumer product (to The Verge):

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“One of the things I hear from people is, ‘Hey, I read a lot of stuff. I’m not necessarily comfortable tweeting or don’t know when or why I should tweet. I would feel better if I was tweeting to a smaller community of people.”

That makes sense – for example, I really like NBA basketball, and follow all the latest news and conversations, yet I don’t feel overly comfortable tweeting about the NBA on my main account, because the majority of my followers won’t be interested, as they follow me due to my work on Social Media Today.

Communities offers some level of solution on this front, though there is another Twitter project, which has seemingly gone quiet of late, which could offer more potential in this respect.

Twitter Facets

This project, initially called ‘Twitter Facets’, would enable users to tweet under different personas, while also letting followers choose which persona/s they want to follow, so that they don’t have to see every tweet from each user. The complication is that it requires some additional manual effort from creators, as you would need to select which ‘Facet’ each of your tweets aligns with in the creation flow, but it would provide more freedom for users to tweet about different things, without annoying their audience.

Communities, again, aligns with the same, and it may well be that Communities is the better solution on this front. But it’s interesting to note the alternate experiments that Twitter’s undertaking, which could offer more solutions to this problem.

The other experiment that Twitter continues to work on is ‘Circles’ (or ‘Flocks’), which would enable users to create personal groups of up to 150 people, with which they could then share private updates.

Twitter Flocks

As recently noted by reverse engineering expert Jane Manchun Wong, the back-end code of Twitter’s in-development Circles option includes the capacity to create multiple Circles, which could eventually enable users to create topic-based groups of their own, with which to share subject-focused updates into.

Of course, they would be smaller groups, so it seems like a less optimal solution than Facets, which would enable you to potentially build large audiences around different topics. But it’s another consideration, and again, it’s interesting to see how Twitter is experimenting with different elements to allow more topic and community-focused sharing, as opposed to tweeting everything to all of your audience every time.

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That is a valuable proposition for the app, though whether it can truly maximize tweeting activity in this respect remains to be seen. But it is working on it, and if Twitter can crack the code and establish a better way to tweet on variable subjects, that could change the game for the app, and for marketers moving forward.

There’s still a way to go, but it’s interesting to note Twitter’s progress.




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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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