Twitter knows it has to do more to keep its users, especially new ones, engaged. Today, it unveiled Highlights, a new tool that pushes some of the best tweets of the day directly to users’ phones.
— Twitter (@twitter) April 23, 2015
From the announcement:
Highlights, a fast and simple summary of Twitter, lets you catch up quickly on the best stuff that is most relevant to you. To create your Highlights, we look at things like the accounts and conversations that are popular among people you follow, tweets from people you’re closely tied to, topics and events that are trending in your area or within your network, and people that are popular or trending among people you follow.
Highlights is an opt-in feature available initially only on Android. The company did not say when, or if, Highlights will come to iOS. Users who want the feature will get up to two daily push notifications which, when opened, will take them straight to the Twitter app. There, they’ll see the content in a special interface.
For Twitter, anything it can do to make users’ experience better is crucial. That’s especially true when it comes to maintaining and growing users’ engagement. The company will report its first-quarter earnings next week.