Twitter has introduced an algorithmic timeline that ranks tweets based on user engagement rather than chronological order, aiming to enhance visibility for users not logged in. This change could benefit brands by increasing the likelihood of their tweets being seen much later after posting, especially after prior user engagement. However, it also requires each tweet to stand alone as users may no longer see them in sequence.

1. Eye On
Twitter’s Alternate Timeline
02.17.16

2. Contents
1. Ch-ch-ch-changes in the timeline
2. But how does it work?
3. And, seriously, what does this mean for brands?

3. Eye On: Twitter’s Alternate Timeline, Vol 5, Issue1, February 2016 © Leo Burnett /// Arc Worldwide
For More Information, contact Daniel Craig at daniel.craig@leoburnett.com or @portabledan on Twitter.
Eye On: Twitter’sAlternate Timeline
Ch-ch-ch-changes in the timeline
Twitter’s stream of consciousness timeline has been a mixed bag from the start. On one hand, tweeters tell their full stories in order, while
on the other, if you aren’t logged in you might miss a great tweet.
In answer to the latter, Twitter has deployed an algorithmic timeline – think Facebook’s out-of-order News Feed – ranking tweets users
are more likely to want to see. The platform lists these tweets at the top of the feed versus the newest content. The feature is now active
on mobile and desktop platforms.
Jack Dorsey, CEO and Founder
of Twitter, explains how the new
timeline works

4. Eye On: Twitter’s Alternate Timeline, Vol 5, Issue1, February 2016 © Leo Burnett /// Arc Worldwide
For More Information, contact Daniel Craig at daniel.craig@leoburnett.com or @portabledan on Twitter.
But how does it work?
The algorithmic timeline ranks tweets primarily
according to a user’s historical engagement and
popular content, displayed in reverse-chorological
order. Should a user not log in very often, they will
see what Twitter considers the content that would
most matter to them.
Users who check in fairly often may not appreciate
the algorithmic display, but they may opt out or
refresh the page to return to a fully chronologically
sequential feed.
Eye On: Twitter’sAlternate Timeline
While You Were
Away now
displays tweets
since the
previous login
algorithmically.

5. Eye On: Twitter’s Alternate Timeline, Vol 5, Issue1, February 2016 © Leo Burnett /// Arc Worldwide
For More Information, contact Daniel Craig at daniel.craig@leoburnett.com or @portabledan on Twitter.
And, seriously, what does this mean for brands?
If a brand posts an organic tweet, the likelihood of it
being seen by a user not currently logged into a Twitter
account is minimal, due to the nature of Twitter’s fast-
moving real-time content stream. If you blink, that content
is gone.
This new algorithm provides a potential for increased
visibility of a brand’s tweets, hours after they have been
published, especially if a user has previously interacted
with your brand or a similar brand. In this way, promoted
content may pay dividends down the line, as a previous
engagement with a paid piece of media results in a
surfacing of organic tweets.
What else? Consider that a user may not see the tweets
in order anymore, so every tweet must be able to stand
on its own.
Eye On: Twitter’sAlternate Timeline
Sources: https://blog.twitter.com/2016/never-miss-important-tweets-from-people-you-follow; http://www.theverge.com/
2016/2/10/10955602/twitter-algorithmic-timeline-best-tweets; https://blog.twitter.com/2015/while-you-were-away-0
The new
Timeline is live
to users on
mobile and
desktop now.