Twitter announced a new feature that will bring users the top content from the week based on the links, Tweets and activity that generated the most buzz in their feeds. The new feature will appear in users’ email inboxes in the next few weeks, but users can opt out. The weekly emails present marketers with another opportunity to reach online audiences across multiple channels.
Marketers that create engaging, informative content can benefit from this feature as it has the potential to generate more exposure for their articles and blog posts. Encouraging followers to share social posts with their followers is important for any social media marketing campaign. Twitter’s new feature could help companies appeal to social users more effectively and through a different channel.
While there’s a fine line between fueling discovery of relevant content and frustrating users with new features that take away from Twitter’s primary use, the best of Twitter emails could be a boon for content marketing. The best of Twitter email will help businesses extend the life of their Tweets by distributing top social content to users who may have missed the links the first time around.
Brafton recently reported that new features from Twitter support a greater focus on serving users content that is highly relevant. The Discover tab, which launched in December, received a revamp recently that focuses on showing users Tweets, links and other content that generates conversations among their followers and accounts they follow, rather than throughout the social network, to provide more targeted information. Marketers should similarly tailor their shared content to meet the interests of their social audiences.