Latest Twitter algorithm changes of 2023

One particular feature of these changes surrounds 'Employee Advocacy.' It is attuning the subtle yet powerful potential of marketing that lies within our committed employees. Let’s understand together how the Twitter algorithm changes influence our tactics while capitalizing on the advantages of an Employee Advocacy Program.

First, let's discuss the changes. Twitter has reorganized the way tweets are displayed to users, giving priority to tweets it believes are more relevant to user interests. Conventionally, tweets appear chronologically. Under the new algorithm, Twitter considers factors like engagement, recency, and activity on your Twitter network to prioritize tweets.

Now, to make sense of these changes from a marketing perspective. Simply put, the more engaging a tweet is within its early stages, the more visibility it will gain. The algorithm is designed to reward high-quality, relevant content and place it directly within the sightline of its intended audience.

This is where the Employee Advocacy Program takes center stage. Employee Advocacy leverages the voices of employees as trusted ambassadors of your brand. When employed strategically, it can be an influential marketing tool to give your brand an organic boost in exposure and credibility.

Let’s dive deeper into ways Employee Advocacy can work together with the new Twitter algorithm.

1. Increased engagement: The new Twitter algorithm is optimized for engagement. Your employees, who are inherently connected with your brand, can play a significant role in getting engagement kicking with initial likes, retweets, and comments. This early engagement can potentially push your tweets further into prominence within followers' feeds.

2. Enhanced Reach: Employees' personal networks offer an opportunity to increase the reach of your brand’s content beyond the immediate following. By sharing brand-related content, they can organically amplify your brand's reach into their personal networks, which might not have been possible otherwise.

3. Authentic engagement: Twitter values authenticity and relevance, and there are fewer ways to better achieve this than through Employee Advocacy. When your employees share your content, it brings a level of authenticity to the messaging that resonates with audiences. Additionally, it reinforces the real human element behind a brand which strengthens connections with consumers. 

4. Complement Paid Ads: While paid advertising on Twitter will continue to play a significant role for brands, Employee Advocacy can greatly complement this strategy. Ads gain more trust when audiences see employees endorse their brand voluntarily and enthusiastically on social channels.

The latest Twitter algorithm changes of 2023, coupled with a robust Employee Advocacy Program, invite game-changing possibilities for social media marketing managers managing big brands. Adopting this approach ensures your tweets gain the visibility they deserve while binding your employees closer to the brand they represent. With the right strategy, tools, and engaged employees, your brand can harness the full potential of Twitter's latest offering.