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How Will Twitter’s New Profiles Impact Social Engagement?

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Yesterday, Twitter began rolling out their new profile theme to a small group of select users. Soon, all of our profiles will look like this. Does the format seem familiar? Kinda like another major social network’s profile page? That’s no accident. Twitter is going for a “user grab,” hoping to gain new users that might be unfamiliar or uncomfortable with Twitter’s unique realtime and hashtag-heavy landscape.

While this may be jarring to those of us who’ve been on Twitter for a long time and grown fond of the old theme, this is good news for any brand active on Twitter. How? Here’s a run-through of the changes, and how they’ll affect Twitter engagement.

Choose your own custom header (think Facebook cover photo)

How it will impact engagement: You can now more heavily saturate your profile page with your brand’s personality, or with an in-your-face display for a major campaign you’re running.

“Pin” your Tweets

How it will impact engagement: This gives you the ability to “put your best foot forward,” so to speak, and better control the content people first see when they come to your profile page. You can “pin” one of your Tweets to the top of your profile, changing the usual reverse-chronological order in which Tweets are displayed. This is one of the most radical changes in the new profile structure.

Tweets with the most Retweets and favorites look bigger

How it will impact engagement: Since Tweets that have more engagement already will catch the eye more easily, this may lead to increased engagement for posts that gain momentum early and decreased engagement for “slow burn” posts. This will mean it’s very important for your posts to grab attention immediately. With the new profile structure, however, it’s projected that more people will visit profile pages as opposed to just scrolling through their feeds, which may mitigate the negative impact of this change.

Filter your timeline by Tweets, Tweets and replies, or Tweets with photos and videos

How it will impact engagement: Users can get to the content they want more quickly, and rich media content seems more accessible. This means every brand should be investing in rich media content so that users spend more time on their page.

So what do you think?

How will the new Twitter profile affect your brand’s engagement? Do you think people will spend more time on individual pages, or stick to their newsfeeds? Let us know in the comments below!



Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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