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Analysis / Business

Twitter’s Promoted Tweets In Timelines

When Twitter launched promoted tweets earlier this year , the plan was to roll them out gradually in various places. First we saw them in search on Twitter.com, later in search through Twitter’s partners, and now they are coming into the user timeline. Initially, this is being tested with HootSuite.

The idea is to see how Twitter users react to and engage with promoted tweets in the timeline so they are displayed in a way that’s both useful and authentic to the Twitter experience.

During this testing period with HootSuite, Twitter will experiment with where and when promoted tweets are shown in the timeline. Not all HootSuite users will see them and those who do may see different ones in different places in their timeline.

Similar to Twitter’s promoted account recommendations, this new function will use several signals to determine a promoted tweet’s relevance to each user, including the public list of whom they follow. Twitter says it will expand the rollout only when they’ve got the user experience right.

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Sherrilynne Starkie is a consultant at PDMS. For almost 18 years, Sherrilynne has been advising blue-chip organisations on both sides of the pond, covering Britain, Canada and the United States. For three years, Sherrilynne was the Tech Talk columnist for the Isle of Man newspapers. She serves on the steering committee for Isle of Man Women in Business, is on the Executive Council for the Isle of Man Junior Chamber of Commerce. In the past she was on the management committee for the Isle of Man British Computer Society and the marketing committee of Junior Achievement.