Twitter is rolling out a new feature that will automatically send mobile suggestions to members on who to follow. The suggestions, which will be sent through push notifications, are based on the activity of the people they follow.
The feature is based on an experimental account, @MagicRecs, which sends instant, personalized recommendations for members and content through Direct Messages. Since the account launched six months ago, Twitter has tweaked the algorithm — based on engagement and feedback — to send only the most relevant updates.
Now Twitter for iPhone and Twitter for Android will receive recommendations through push notifications if a number of accounts in someone’s network begin to follow someone new, or retweet or favorite the same tweet. This could be a big opportunity for brands to get in front of a lot of people.
Take Oreo’s viral tweet during the last Super Bowl as an example. The company scored big with a well-timed tweet about the blackout, resulting in 7,700 new followers and more than 14,000 retweets. With that type of immediate engagement, Oreo’s tweet would be a likely candidate for a push notification from Twitter.
By leveraging this data, Twitter is able to keep members engaged and interacting with the service, which is a big win for advertisers. If push notification suggestions can keep consumers on the network longer or more frequently, the higher the chance that they’ll see one of your tweets.
The notification will roll out to mobile apps soon. If past updates are any indication, it’s likely that this feature will be on by default; however, it can be switched on and off in Notification Settings.