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Twitter Rolls Out List Search, Providing More Options for Users to Follow Topics


After it was spotted in testing earlier this month, Twitter has now released its new list search option to all users.

As you can see here, in addition to the list recommendation panels in your Twitter feed, you’ll now also be able to tap on a ‘Show more recommendations’ prompt at the bottom to get to the list search option. 

From there, you can enter a topic and get a listing of themed lists, based on their title, for you to add as either a swipeable, alternate feed, or just to have for reference among your other lists.

Twitter list discovery

Will that make lists a discovery option for list creators as well as regular users?

We asked Twitter how they choose which lists are displayed within these search results, and whether all public lists are included. 

“The specific Lists suggestions you see are based on of a mixture of who you follow, the things you and they Tweet about and the Lists you currently are following.” 

So you won’t see every users’ lists, but a more refined selection, aligned with your behavior and interests.


“At launch we will have a large selection of Lists that have been reviewed or created by Twitter’s own curation team.”

That’s probably a more critical measure – Twitter is also vetting the lists displayed, at least initially, which could make it a better option, with a more focused set of lists, as checked and approved by Twitter’s team. 

Because a lot of Twitter lists are not great. I know I’ve created lists in the past of things that, at the time, were relevant to me, but they’d be tragically outdated now. If every person’s old lists were showing up, that could make it a less useful option, and if users see poor results, they won’t use it.

Twitter moderating the lists included is a good move – though it also seems like a highly manual task. Given this, eventually, it seems likely that Twitter will lean more on algorithmic suggestions, based on your friends and what they follow, and reduce human intervention in the process.

Either way, it adds another way to find themed and topic-based lists to follow, which expands on Twitter’s push to stretch beyond following individual users. As a reminder, Twitter added the option to follow topics last November, and swipeable lists as alternate news feeds last June.

List discovery is another enhancement on this front, and it could help more users get more out of the Twitter experience.




Snapchat Launches New Localized Lens Promotion for ‘House of the Dragon’


Snapchat Launches New Localized Lens Promotion for ‘House of the Dragon’

Yes, I know that you were burned by the final season of Game of Thrones, in which your favorite character did something so inexplicable that it ruined all seven seasons or preceding development, to the point where you can hardly bear to look at a map of Westeros ever again

But Game of Thrones is about to make a comeback, albeit in different form, with the prequel ‘House of the Dragon’ set to premiere on HBO this weekend.

And past traumas aside, it could be good (George RR Martin says that it’s much more aligned with his original vision), and either way, we do get to see those amazing dragons on TV once again.

Which is the focus of the latest campaign on Snapchat, which enables Snap users to transform themselves into dragons via various AR activations within the app’s Lens tools.

Which looks kind of cool – but even more interesting, from a social media marketing standpoint, is this element of the latest HBO/Snap campaign:

"Snap and HBO Max have also coordinated with members of Snap’s Lens Network from around the world to build custom Landmarker AR experiences in their local markets. This is the first partnership to pair a brand with a diverse group of Lens Creators at a global scale.”

House of the Dragon Snap Lens

In what could be a new consideration for large-scale launches, or even for smaller brands looking to collaborate with a range of creators in different regions, Snap has facilitated a new, global partnership, with various Lens makers, to enable new forms of localized engagement with these Lens activations. 

“In order to execute the campaign, HBO Max provided the Lens Creators with AR assets for each dragon to build the new Landmarker Lenses. Each Lens Creator personally selected the location for their individual Landmarker Lens, bringing a powerful local element to this global campaign.”


The Lenses will be available at the following locations once the show begins:

  • Los Angeles – Venice Beach Grand Canals, built by Francis Chen
  • Rio De Janeiro – Princess Isabel Statue, built by Vitulo & Co
  • London – Tower Bridge, built by Clara Bacou
  • Chennai – Sankagiri Fort, built by RBKavin Studio
  • Mumbai – CST Station (IE Chhatrapati Shivaji Maharaj Terminus), built by Mohnish Raut and Persica Picardo
  • Prague – Charles Bridge, built by Inna Horobchuk

What’s more, the activations will evolve throughout the season, with new dragons that appear in the show also becoming available in these displays.

It’s an interesting expansion on the usual Lens campaign approach, with the more localized approach potentially helping to improve engagement, and get even more Snap users engaged in the show.

Which, as noted, could be a hard sell – but then again, if the show is actually good, that could help to wash away at least some of the bad taste left in fans’ mouths after the terrible Game of Thrones season finale.

And from a digital marketing perspective, it could highlight a new way to work with Snap’s growing network of creators to build more inclusive, regionally relevant, engaging experiences.

More than 250,000 Lens Creators have already built over 2.5 million Lenses through Snap’s ‘Lens Studio’ AR creation tool. That’s a lot of potential for broader integrations via Snap campaigns.


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