The Rise of #TwitterHearts
Since Jack Dorsey took the helm of Twitter again as CEO, he’s fired 300 employees, given 1% of the company back to employees, and apologized to developers at the Flight Conference. In addition to the leadership moves, there have been some great features rolling out quickly.
All the new features appear to be an attempt to both trigger engagement and increase signups. In Q3 of 2015 Twitter struggled with their monthly active user numbers.
Long story short, things need to change. Jack will make that happen.
In the past month Twitter has increased the daily following limit from 2,000 to 5,000, talked about changing the amount of characters per tweet, (140+ characters) and yesterday they changed the favorite icon from a star to a heart. The company has been A/B testing on and off with the heart since June and it appears as though the testing was fruitful.
Each one of the new features has a unique impact to a certain user segment and with a user base as large as Twitter, testing across all segments is a by the book growth move.
I find the biggest change to the widest range of users to be the change from star to heart.
After reading different opinions on the change, I found a few articles about the sentiment of the heart in comparison to the star.
People feel better when others click a heart to like something they’ve said. There’s a comfort involved with a heart.
We want to make Twitter easier and more rewarding to use, and we know that at times the star could be confusing, especially to newcomers. You might like a lot of things, but not everything can be your favorite.
The heart, in contrast, is a universal symbol that resonates across languages, cultures, and time zones. The heart is more expressive, enabling you to convey a range of emotions and easily connect with people. And in our tests, we found that people loved it.
Today going through my Twitter feed I see hundreds of people talking about the hearts and everyone seems to be relatively pleasant about the new iteration.
I am a fan of Jack Dorsey and I believe that he will follow through with his recent Tweet
” Twitter is getting easier to use every week.”
Keep an eye out for new features in the coming months to relieve friction and promote engagement.