Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Course: Fundamentals of Social Media Marketing

Start the Course Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close

Learn

Access the Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Blog / Newest Insights

Jump straight to the latest inbound marketing and They Ask, You Answer insights

Access the Learning Center

Free and Pro Courses

Take your knowledge to the next level with free and Pro courses inside IMPACT+

Access the Learning Center

Recordings on Demand

On-demand recordings from past IMPACT events and livestreams

Access the Learning Center

Featured

Inbound Strategy Playbook 2022

Learn 7 foundational principles that have proven to set inbound marketing strategies up for success

Access the Learning Center

Free 5 Min. Inbound Marketing Assessment

Take this free assessment and learn what you can start doing today to boost traffic, leads, and sales

Access the Learning Center

Blueprint for a More Profitable Agency

See why coaching, not implementation, is the key to happier clients and better profit margins

Access the Learning Center

Case Studies

See examples of companies working with IMPACT and thriving with They Ask, You Answer

Access the Learning Center
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Close
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing
Start the Course
Fundamentals of Social Media Marketing
Free Social Media Course
View Fundamentals of Social Media Marketing
Fundamentals of Social Media Marketing

Free Course:

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

Twitter's new Topics feature may help new brands get exposure

By Dylan Lepak

Dylan Lepak also recommends this free course, Fundamentals of Social Media Marketing.

Twitter's new Topics feature may help new brands get exposure Blog Feature

Last week, Twitter announced a new Topics feature that will allow users to browse subjects by topic instead of hashtags and accounts. This new feature aims to streamline users' ability to browse the +6,000 tweets coming out per second — allowing them to navigate tweets by topic instead of easily-abusable hashtags or user profiles.

Free Course: Fundamentals of Social Media Marketing

How will this change impact user browsing behavior? And what does it mean for the millions of marketers that use Twitter as part of their toolkit?

Following 'Topics'

Twitter first started testing this new "Topics" feature in August on Android devices after announcing it at a press event at the Twitter HQ in San Francisco.

The premise is simple. You can follow topics instead of having to follow accounts or hashtag trails. So, let's say that you're a big fan of the Lakers. Instead of following the team's news feed to keep up-to-date on basketball happenings, you can follow the Lakers as a topic, where you would see content about the Lakers from "vetted" accounts across Twitter.

That means that you could see content from not only the official Lakers' account, but also from team analysts, sports broadcasters, and other notable figures who are part of the Laker ecosystem.

Unlike Moments — a past feature that lets users follow topics like the Oscars — Topics uses multiple layers of curation (including people and machine learning) to deliver hyper-relevant tweets about a topic.

This ability to follow conversations as opposed to users marks a shift in the way Twitter is thinking about conversations.

"We are basically rewriting the entire conversation service"

Over the past few years, Twitter has been slowly changing the dynamic of its platform. What started off as a broadcasting service for brands and users to voice themselves is gradually changing into a conversation-driven platform stuffed with emojis, retweets, and replies.

This new Topics feature bypasses the need to directly follow specific users or brands. Instead, people will be able to tap directly into the type of content that they want. If you want political news, you won't (in theory) have to follow every senator, you can simply click the politics topic to see relevant tweets.

At the press event in August, Twitter product team leader Kayvon Beykpour said, "We are basically rewriting the entire conversation service," hinting at a shift in Twitter's overall mindset when it comes to content exploration.

Twitter has experimented with similar features (all with mixed results) like "Happening Now," "Moments," and "Explore," aimed at doing the same things — making the platform easier for new users and more relevant for its social media veterans.

Indeed, Twitter's exploration problems have been discussed for years. Reddit alone has several massive communities dedicated solely to curating Tweets. But why should people have to use Reddit to browse Twitter?

It's a problem that's plagued Twitter for years. And, it's part of the reason that Twitter is so difficult for brands to break into. 80% of tweets are coming from 10% of users. Users and brands who are already Twitter-fluent have a serious advantage against newcomers.

Newer brands have difficulty grabbing a following, especially when the people seeing their content likely already know who they are.

To win on Twitter, you need followers. But getting those followers requires people to see your content — which they aren't seeing unless they're following you. It's a vicious cycle that's forced some brands to use word-of-mouth, out-of-home-advertising, and third-party tools to boost their Twitter follower count. But shouldn't building a following on Twitter happen on Twitter?

What does this mean for marketers?

Twitter is changing. In the past, getting noticed required fueling your followers list. What should have been a vanity metric was a very necessary piece of your marketing strategy. If you didn't have followers, you simply wouldn't get views. This has made Twitter a pay-to-play platform for newer brands that's extremely difficult to both navigate and utilize — especially for those unfamiliar with Twitter's interface.

New features like Topics could help break that trend and revitalize the organic component of Twitter marketing.

Currently, Twitter is only testing the feature out on 300 topics (most related to entertainment and sports), but Twitter says that it plans on adding new topics week-by-week.

For new brands, these features could help you get exposure without requiring a massive following. If you put out organic content related to specific topics, users may find your posts simply because they're interested in the type of content that you're putting out. In a sense, Twitter is pre-vetting your users.

Of course, big brands also have plenty to gain. With a team of people curating content, Topics will likely heavily feature established brands and users who are already a big part of the community.

While this update may not completely fix some of Twitter's browsing problems, it will almost certainly introduce users to new brands. And that's good for everyone.

Fundamentals of Social Media Marketing
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

Topics:

Social Media Marketing
News
Published on November 12, 2019

Recent Articles

ICYMI: Digital Marketing News Update for July 26, 2021
July 26, 2021 • 6 min read
ICYMI: Digital Marketing News Update for July 19, 2021
July 19, 2021 • 6 min read
How Facebook's news feed algorithm works and prioritizes content
July 14, 2021 • 4 min read
ICYMI: Digital marketing news update for July 12, 2021
July 12, 2021 • 5 min read
Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust
July 7, 2021 • 4 min read
ICYMI: Digital marketing news update for July 6, 2021
July 6, 2021 • 5 min read
ICYMI: Digital marketing news update for June 28, 2021
June 28, 2021 • 6 min read
ICYMI: Digital marketing news update for June 21, 2021
June 21, 2021 • 5 min read
ICYMI: Digital marketing news update for June 14, 2021
June 14, 2021 • 6 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read
ICYMI: Digital marketing news update for May 24, 2021
May 24, 2021 • 6 min read
Best times to post on social media in 2021 (new data)
May 19, 2021 • 4 min read
ICYMI: Digital marketing news update for May 17, 2021
May 17, 2021 • 5 min read
ICYMI: Digital marketing news update for May 10, 2021
May 10, 2021 • 6 min read
ICYMI: Digital marketing news update for May 1, 2021
May 1, 2021 • 3 min read
Twitter fails to buy Clubhouse, whose creators can now make money... so what?
April 8, 2021 • 6 min read
Marketers, Facebook Analytics will be no more on June 30, 2021
April 2, 2021 • 2 min read
7 best social media management tools in 2021 (+ VIDEO)
March 26, 2021 • 12 min read
12 ways you're totally blowing your business social media strategy
March 24, 2021 • 11 min read
Twitter teases Super Follows, Communities; undo send tweet still a rumor
March 11, 2021 • 4 min read
LinkedIn adds new 'Products' highlight tab on company pages
February 25, 2021 • 2 min read
54 jaw-dropping social media statistics for businesses [New for 2021]
February 23, 2021 • 8 min read
Facebook video best practices: what you need to know to grow your video presence
February 16, 2021 • 9 min read
27 best digital marketing news sites (updated for 2021)
January 26, 2021 • 7 min read
Should you care about Clubhouse, the new audio-based social media app?
January 19, 2021 • 3 min read