After successful experimentation, Twitter has announced that it will begin showing users extra tweets from people they don’t follow. On the Twitter blog, the social platform indicated they are initiating this update to keep Twitter users aware of what’s happening and to improve the experience in users’ home timelines with updates Twitter thinks will be interesting or entertaining.
“Choosing who to follow is a great first step – in many cases, the best tweets come from people you already know, or know of,” Trevor O’Brien of the product team wrote on the Twitter blog. “But there are times when you might miss out on tweets we think you’d enjoy. To help you keep up with what’s happening, we’ve been testing ways to include these tweets in your timeline — ones we think you’ll find interesting or entertaining.”
While some experiments never end up becoming official features of the website, the news feed will now be shaped according to results from this tryout. O’Brien went on to state that through experimentation, it appears that Twitter users appreciate seeing tweets from accounts they may not follow.
The Twitter Effect for B2B Marketers
Data collected in the past shows that tweets have the power to influence buyers, and more recent evidence indicates that they can drive site traffic, increase brand search and influence conversation in the B2B industry. This information comes from the “Tweets in Action: Mobile/Tech” study created by Twitter and Compete.
The study discovered that people who see tweets from B2B technology brands are 59 percent more likely to visit the website of the brand, compared to 40 percent of average Internet users.
“Business decision makers are engaging on Twitter,” Cheri Saito, Twitter analyst, wrote on the official Twitter blog. “B2B customers and thought leaders use Twitter to discover information and share content. This offers B2B marketers a unique opportunity to connect with this audience, build relationships and influence their decisions – all in real time.”
Twitter is also helping B2B companies see more business, according to the study. About 11 percent of Twitter users convert after being exposed to a B2B brand, compared to 4 percent of average Internet users.