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Twitter Says that its Prompts on Potentially Offensive Tweet Replies Reduced Negative Interactions by 30%

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Twitter Says that its Prompts on Potentially Offensive Tweet Replies Reduced Negative Interactions by 30%

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It’s interesting to see what effect even the slightest level of friction can have on negative behaviors online, and how it can reduce unnecessary angst or disagreement, just through a basic heads-up.

Last February, Twitter re-launched its test of warning prompts on tweet replies which Twitter’s automated systems had determined could contain potentially offensive remarks.

Twitter launched a first iteration of the test back in May 2020, before it decided to shelve it during the US election period.

The new test, with an updated format for the alert, was released to selected users on iOS, and in a ny rapport on the experiment, released this week, Twitter says that in 30% of cases where users were shown these prompts, they did in fact change or delete their replies, in order to avoid possible misinterpretation or offense.

Which is a significant amount – imagine if Twitter was able to remove 30% of the negativity and abuse on its platform through a simple nudge to each user.

That number’s also not fully reflective of the potential impact, as this means that, in 30% of cases when it was shown, the tweet author looked at the recommendation, then re-assessed their reply. But in many of the other 70% of examples, Twitter’s algorithms would have got it wrong, and it may not have been offensive at all. That means that the benefit here, in terms of reducing angst, could be huge – and again, it’s amazing to consider how such a simple prompt can have such a big impact.

Though it shouldn’t be overly surprising. Back in 2020, Twitter also added another pop-up alert which appears when users attempt to re-share articles in their tweets without actually opening the article link and reading it themselves first.

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Twitter article share prompt

After three months of that implementation, Twitter reported that people who saw these alerts were opening articles 40% more often, while people opening articles before retweeting, specifically, increased by 33%.

Again, it’s just a small push, a tiny element of friction in the process. But it can have big results, with the immediacy of social media interaction often leading to less than thoughtful replies, and by simply asking people to re-assess, that, evidently, is often enough to change user behaviors.

The extension of that could also be that more users consider their overall tweet responses more deeply, and what they’re actually sharing online. Which, on a large scale, could have a big impact, and it’ll be interesting to see if Twitter does eventually roll out the alerts to all users.

Right now, Twitter’s extending the initial test, with users in Brazil now also set to get these prompts.

But it could go even further, and it could end up being another significant step in improving the in-app experience.



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WhatsApp lanserar "samtalslänkar" för att bättre underlätta gruppljud- och videochatt

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:

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"Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.



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