Twitter is trying another way to improve the discovery of tweets in the app, by testing a new topic bar above the main tweet timeline, providing a quick link to real-time discussions in the app.
As you can see in this example, it was sent by the user Chloe Korza (and participates in it Matt Navarra), new topic lists appear in bubble tabs at the top of your main feed, providing an easy way to take advantage of and connect to the latest discussions on a specific topic right away.
These topics are meant to be linked back to your tweeting activity, which, ideally, can increase engagement of more people in the expanded discussion in the app, and help Twitter increase engagement.
Which has been a major focus of the app over the past few years, with Twitter also adding in topics you can follow, as well as individual users, incorporating curated, topical tweets into your main feed, along with communities to facilitate more specific, topic-focused discussion.
Discovering content has always been a challenge for Twitter, and it’s one of the most cited reasons why new users don’t stick around. Twitter’s algorithmic timeline helped improve user engagement, by highlighting the most interesting tweets and engaging in the feed, with topics being the logical expansion for that, providing more tweets around your key areas of interest to keep you explored and engaging more often, and maximizing usage .
Although the results, in this sense, vary. Personally, I don’t find Twitter topic recommendations anywhere near my actual interests, while in Twitter Spaces, its voice social platform, and Spaces’ featured chats in the dedicated tab are always wildly diverse and never align with what I want to adjust.
Twitter still seems to have a way to go in deciding what might interest each user, and if it can’t get this item right, adding topic tabs at the top of the main feed probably won’t have much of an impact.
But if you can get it right, and highlight key topics of value to each user, it can be a great way to connect people to discussions that matter to them in real time.
It’s a big “if”, but it can be a good way to boost overall engagement with your tweets.
We have asked Twitter for more information about the test and will update this post if/when we receive a response.