Twitter has released a new algorithm that prioritizes tweets based on relevance rather than chronology. The algorithm aims to surface the most interesting tweets users may have missed at the top of their timelines. It does this by analyzing users' past interactions, interests, and their community's trends and behaviors. Brands that regularly share popular, organic content may benefit most from increased visibility and engagement under the new system.

1. New
Algorithm
Will
Refresh
Twi3er
Timelines
What
It
Is
This
week
Twi)er
released
a
new
feature
that
priori%zes
tweets
based
on
relevancy
instead
of
chronology.
Similar
to
the
pla:orm’s
“while
you
were
away”
feature
introduced
last
year,
the
new
algorithm
is
designed
to
show
a
few
(say,
a
dozen)
tweets
at
the
top
of
users’
feeds
to
help
catch
them
up
on
big
moments
they’ve
missed
since
they
last
logged
in.
Said
tweets
will
be
determined
based
on
previous
interacDons,
interests,
and
trends
within
an
individual’s
Twi)er
community,
as
well
as
the
behavior
of
similar
users.
The
pla:orm
has
indicated
that
the
algorithm
will
only
pull
tweets
from
accounts
that
users
are
already
following
and
will
not
include
or
directly
impact
ads.
Twi)er
has
reiterated
that
it
will
not
become
a
pay-­‐to-­‐play
pla:orm.
The
new
feed
is
currently
available
via
opt
in
and
will
be
rolling
out
to
everybody
over
the
next
several
weeks.
Brand
Applica;on
Because
this
update
aims
to
bring
interesDng,
relevant
content
to
the
top
of
feeds,
it
will
probably
be
most
beneficial
for
those
brands
who
are
already
sharing
popular
organic
content.
Twi)er
has
already
seen
an
increase
in
engagements
and
live
commentary
among
people
who
are
using
the
new
feature,
including
a
jump
in
organic
reach
for
brands.
Bring
Your
Content
to
the
Top
1.
Priori%ze
Quality
Content
Stepping
up
your
content
game
will
likely
result
in
higher
organic
visibility
and
engagement.
Ensure
that
branded
content
is
of
opDmal
quality
and
aligns
with
Twi)er’s
creaDve
best
pracDces.
Make
sure
content
is
developed
with
a
Twi)er-­‐specific
strategy
in
mind.
2.
Encourage
Conversa%on
Through
Call-­‐to-­‐Ac%ons
Call-­‐to-­‐acDons
have
always
been
a
proven
method
to
encourage
users
to
engage.
IdenDfy
creaDve
ways
to
drive
conversaDon
by
using
calls-­‐to-­‐acDon
where
possible.
3.
Increase
Community
Management
Keep
a
close
eye
on
how
users
are
interacDng
with
your
content
to
create
opportuniDes
for
engagement
and
increased
visibility.
4.
Consider
Timely
Relevancy
Although
the
new
algorithm
divorces
tweets
from
chronology,
remaining
acDve
during
Dmes
of
increased
user
acDvity
(for
examples,
around
events
and
moments)
can
help
boost
tweet
performance,
which
will
in
turn
help
tweets
surface
higher
in
the
new
Dmeline.