Recently, Social Media Giant, Twitter announced to its users via its support account (@Twittersupport) that the company is currently testing a new feature on the platform which many of its users have now tagged a ‘Dislike button’. However, the company had explained in the announcement tweet that the new feature is not a dislike button but rather a feature that allows users to ‘upvote or downvote’ replies on other users tweets.
This, the company mentioned, will help them understand the type of response(s) that users find relevant in a tweet conversation and then increase the visibility of such response(s).
Now, just before you run along to your Twitter account to see this new feature as an Android phone user, we should probably inform you that nothing is wrong with your account and you don’t need an update, just that Twitter hasn’t pushed this feature out as a permanent feature, and is only testing it out with some of its iOS users. Whether or not you will be seeing the feature is dependent on the success of the test and if it provides the solution of helping Twitter understand its users more.
However, for campaigns, influencer marketing, content creation and other digital inclined roles in Nigeria, this appears to be a good time to discuss what Twitter’s recent innovation brings to the table.
This implies that when an individual who acts as an influencer for various brands is contracted for a job (for example) and such individual makes a tweet on it, of course, different people would air their views on it (the tweet) based on how it appeals to their sense of reasoning or likes. So what the downvote button does is to allow Twitter to understand what an individual user is interested in seeing on his timeline and what he doesn’t. Upvotes on a reply would be shown and would increase the visibility of the response, which will in turn (this would also tell other users the response found relevant).
Hence, if the response to a tweet targeted at marketing a business/brand to the public is positive and people find that particular response relevant, they upvote it and it increases the reach of that response. If such is the case, then it’s a win for the business as such a response can influence other people’s opinion as a result of the upvotes and also influence their perception of the brand which is GOOD!
However, getting upvotes on a negative comment/reply under a tweet would also increase the visibility of that negative comment and just the same way positive comments can influence users perception, the negative ones can, and such a scenario would obviously become a worry for brands.
In our next blog post, we will share what this means for marketing campaigns and its implications on brands, agencies, influencers and Twitter users in general. Also, we will explore how brands can manage the ‘downvote feature’. Talk soon!