It’s fascinating to watch Twitter evolve its direct message system into a marketing and engagement tool.
The latest example of that is a new account called @TwitterAdTips that’s specifically built for Twitter’s advertisers. It promises “personalized tips to improve your Twitter Ads account performance.” And it’s going to share those tips via Direct Messages.
It’s the latest of several recent products/accounts that are starting to change what the Direct Message (DM) system can do.
In June, Twitter launched the @MagicRecs account that sends content and user recommendations via DM based on activity in your “follow graph.” And everyone I know loves it. When a bunch of your followers start to follow a new account, @MagicRecs alerts you — I’m betting those DMs have a high conversion rate from users clicking to follow the same account that several friends have started following.
Earlier this month, Twitter also launched an @EventParrot account — an experiment that sends breaking news via Direct Message. In my experience so far, this account isn’t as successful as @MagicRecs. But it’s early days.
Are we watching something of a transformation in what Twitter is and how it delivers relevant content to users? The company clearly thinks it can use Direct Messages to fulfill its goal of connecting users instantly with what’s important to them. No doubt there’ll be more content delivery via DM in the future.