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Twitter Launches Live Test of New Option to Remove Specific Followers


As part of its broader focus on providing more control options for users, Twitter has today launched the first live test of its new process to remove specific followers from your audience, eliminating the need to block/unblock for the same.

Remove followers on Twitter example

As you can see in this image, those in the new test will now be able to select ‘Remove this follower’ direct from each specific user’s options listing within their ‘Followers’ display. The user will not be notified that they’ve been removed, and they will be able to re-follow you again, if they choose. But it provides a less intrusive way to remove somebody who you maybe don’t want engaging with your tweets any longer.

Remove followers on Twitter example

Twitter’s been testing the option over the past few weeks, with the remove process spotted by app researcher Alessandro Paluzzi last month.

Twitter remove followers in testing

Twitter also pointed to the option in its recent overview of coming control tools, which will also likely include options to archive your old tweets, remove yourself from a tweet discussion and hide your likes.

The broader focus is on providing more ways for users to manage their in-app interactions, and avoid unwanted engagement, with Twitter also adding a new ‘Safety Mode’ option last week that enables users to automatically block mass-mentions of their account, which provides a means to avoid tweet pile-ons and ‘Cancel Culture’ impacts.

Being able to quickly and easily remove followers could help to reduce confrontation, while also avoiding future issues. So long as the user doesn’t notice, of course, which could have its own complications as well – but then again, you’ll still be able to block people entirely if it goes to that next stage.

The capacity to remove followers could also be beneficial for brands, with businesses now able to more easily conduct follower audits, which could help to improve their audience analytics, and maximize performance.

Your tweet analytics data is only relevant if your audience is comprised of actual, potential customers, people who may buy from your brand as a result of your messaging. There’s no point knowing, for example, that your best time to tweet is 10am on a Tuesday if half of your followers were never listening to you anyway, while understanding that more people engage with video in your tweets would be more helpful if you had a clearer understanding of who those people viewing actually are.

At the same time, your tweet reach is at least partially defined by tweet engagement – so removing followers who may well be bots, are inactive and/or ultimately never engage could help to improve your data and subsequent performance in the app.

The same also relates to lookalike audiences for ad targeting, with the capacity to remove inactives improving the input data for such in your campaigns.

Again, you can block/unblock to do this now, so functionally, it doesn’t add a heap, it’s not a ‘game changer’ in this respect. But by having a less intrusive, less confrontational means to review your audience, it could provide benefit, through simplified process.


Twitter’s new ‘Remove follower’ option is now in testing in the web version of the app.




Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging


Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with de Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download här, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report här.


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