Never was a time in Twitter history that it has been very active in enhancing its features and tools. Since the beginning of 2021, a lot of acquisitions and changes were made by the platform. Recently, it rolled out animated Fleets, community tools, and the Spaces app. As Twitter rebranded its ad products, it now introduces a machine learning algorithm.
Twitter calls its new algorithm as “Responsible Machine Learning Initiative.” It is designed to monitor the impact of various elements of a Twitter post. Such feature evolves under 4 pillars.
- Enabling agency and algorithmic choice. A “BlueSky initiative” is a team of independent open-source architects, designers, and engineers to develop insight standards on Twitter.
- Equity and fairness of outcomes. Twitter’s AI will monitor the impact of negative elements like anger and hate. They will also find ways on how to remove such a kind of content for better engagement.
- Taking responsibility for our algorithmic decisions
- Transparency about our decisions and how we arrived at them
By giving insights to these pillars, Twitter aims to maximize engagement within the Twitter nation.
Twitter introduces a machine learning algorithm on 14 April 2021.
Implications for Marketers:
Twitter’s machine learning algorithm gives more specific guidance on the platform’s community standard. For marketers, this is new learning to explore to boost a brand’s Twitter engagement. Furthermore, these new insights can help brands to better connect and convert the Twitter nation into loyal followers.