Twitter will publish select tweets it thinks users will be interested in at the top of their timelines with the social network acknowledging that while its real-time nature is its strength, trending discussions are easily missed by casual users.
The new timeline will see collated tweets from athletes, musicians, politicians, or brands sit at the top of the feed, helping users tune into the trending discussions shaping the network at that moment.
For the real time purists, some of whom were behind the #RIPTwitter hashtag this weekend after the company telegraphed the move, it will be business as usual with the real-time tweets collecting just belong the chunk of collated comments.
The announcement quickly follows First View, a new video ad product it announced on Tuesday that lets brands rent the top ad slot in a Twitter feed. Upon its rollout beyond the US these ads could sit within, or around, these high engagement tweets where viewer attention is likely to be higher.
Twitter claims the move will help the best content “shine through," granting higher viewability and engagement to brands.
George Manas, chief strategy officer at Resolution Media, said: “This update is a clear way to draw out the most relevant content on an individual basis while maintaining Twitter's core strength of being live. We're incredibly excited by the opportunity this presents for all the brands we partner with.”
For Twitter purists, the feature can be turned off in the settings of the iOS, Android, and web applications.
The announcement comes after Twitter chief executive Jack Dorsey moved to quell fears that the company was moving away from its real time feed in the aftermath of the RIP Twitter hashtag at the weekend.