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#SocialSkim: How Twitter's New Algorithm Works, Plus 10 More Stories in This Week's Roundup

by Christian Neri  |  
February 12, 2016

We come bearing good tidings! Instagram officially launched multi-account support. Also: How does Twitter's new timeline actually work, and how do you activate it? And find out which platform outshone Facebook and Twitter as brands' favorite for the Super Bowl. Skim for the latest in social touchdowns.

Twitter's new timeline is here...

And it's powered by an algorithm. The change is temporarily opt-in, but it's been surrounded by outrage in the Twittersphere following a BuzzFeed report claiming the platform would abandon its signature real-time approach for an algorithm that would serve more "relevant" content (like Facebook does). Unfortunately for those users, Twitter's in a state of turmoil, and pressure from Wall Street means the company has to adapt.

The new "show me the best tweets first" feature can be switched on in account settings. Once it's enabled, users will see a chunk of non-chronological tweets at the top of their timelines each time they launch the app or open the website, but a refresh will remove the non-chronological items and replace it with the timeline you already know so well.

Twitter cites increased engagement with content due to the new feature, which could give marketers a reason to be (cautiously) optimistic. Check it out for yourselves and tell us what you think in the comments below.

1. Not a coincidence: Twitter introduces an autoplay video ad unit

The new ad format is video-only for now and lets marketers grab the top ad spot on timelines for a 24-hour period when users first launch the app. The premium "First View" offering is likely an effort to increase Twitter's revenue per user. It will first be rolled out to select US clients before expanding worldwide.

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Christian Neri is a digital marketing professional in the film & television industry, and a contributor to MarketingProfs. An American expat in Paris, he recently completed his MS in digital marketing at IÉSEG School of Management.

Instagram: @christianneri

Twitter: @christianneri

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