TechCrunch reported some new updates to the Twitter experience last week. (click title to read article)
One thing I noticed is that the ‘Discover Tab’ in Twitter will display links with some text from the article - see image below. I think this is an interesting move for Twitter as it turns the Twitter feed into more of a multi-media platform.
Until now, apps based on Twitter have had more ownership over the multi-media aspects. Twitter seems to be taking on more of a publishing platform role and your metrics might change as it changes the way tweets, stories and media is presented.
For example, I can now see the first few sentences from a story that was tweeted by someone I’m following. That might mean I’m less likely to click on links because I can judge the quality from within Twitter and decide whether or not to continue.
On the flip side, because I can now ‘qualify’ links better, it might also mean that I’m more engaged with the article if I click the link. So, while clicks might decrease, the time reading articles might go up.
It will be interesting to see if our Twitter traffic and engagement from the Twitter audience changes because of these features. While these seem like minor changes right now, I can imagine that there is more to come and the Twitter experience will continue to evolve which will impact your strategy and metrics.