Brands use Twitter for many reasons – the social network is one of the fastest growing online services around, it reaches prospects in real-time and while on the go and it serves highly engaged consumers, too. However, searching for past Tweets can be difficult as Twitter limits how far members can scroll back. Well, it used to impose a limit.
In a recent blog post, Twitter’s Paul Burstein announced that with new updates to the network’s Android, iOS and mobile web apps, a few additional edits were made to its services. The company has developed a way to include older Tweets in on-site searches, so members can navigate farther back than ever before to view important and relevant media. Want to check out that highly effective Tweet that generated responses from thousands of followers last June? Twitter now makes it easy.
Burstein writes, “as we roll this out over the coming days, the Tweets that you’ll see in search results represent a fairly small percentage of total Tweets ever sent.” So how does Twitter decide which Tweets deserve some extra love and attention? Burstein notes that the company prioritizes Tweets with high engagement, including favorites, Retweets and clicks. He also admits that the company will increase the percentage over time, ultimately allowing users to find the best social media content for their queries.
The update won’t drastically revolutionize how brands develop Twitter marketing campaigns, but it can help marketers identify common engagement consistencies. Having the ability to evaluate popular Tweets over the past 12 months can help brands put together editorial calendars that take advantage of specific trends. For example, popular Tweets around seasonal events could be provide markters with insights that allow them to replicate their past successes.