Twitter CEO Confirms Test That Replaces ‘Favorite’ With ‘Like’ & ‘Star’

star-like-thumbs-upTwitter CEO Dick Costolo has confirmed that the company is testing a change in its user interface that would replace the “heavyweight” Favorite button with “lightweight” options such as “Star” or “Like.”

According to, Costolo told the Internet Advertising Bureau’s Engage conference yesterday that Twitter is thinking a change of terminology might increase engagement with the feature.

“We’re testing some alternative terms for favourite. Favourite feels a little bit too heavy weight so we’re testing some lighter weight terms. Engagement begets engagement. The lighter weight and more frictionless you make it to engage, the more engagement you’ll get.”

The Next Web first reported the test earlier this week, and pointed to a few tweets showing the changed buttons — like this one with a screenshot showing “Star” where “Favorite” normally is.


Like most online services, Twitter runs a number of tests at any given time and there’s no guarantee a test will ever see the light of day across the site (for all users).

If the word change does eventually go live, it could become another useful metric for brands and marketers as they attempt to measure engagement with Twitter users. also report that Costolo told the conference that Twitter is now hitting 500 million tweets per day. That’s up from the 400 million tweets per day that the company reported in June.

(Stock image via Used under license.)

Related Topics: Channel: Social Media Marketing | Top News | Twitter: User Interface


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Douglas Greenshields

    That’s all well and fine, but it’s moot if most people haven’t a clear idea about what that function is useful for.

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