SAN FRANCISCO — Twitter is experimenting with new features on the Web that highlight recent activity such as mentions from prominent people, part of an ongoing effort to make the social media service more user friendly and increase engagement.
A Twitter spokesperson confirmed the changes are part of a new experiment.
"We’re experimenting with highlighting notable
Tweets and activity in some verified users’ notifications timelines," Twitter spokesman Aly Pavela said in an emailed statement.
Twitter is now informing some verified users in notifications about their most popular tweets, "noteworthy" mentions and "top follow."
Twitter is trying to address a key challenge: how to surface the most interesting and relevant updates that users often miss in the crush of new ones.
"These are Tweets and activity they might otherwise miss due to the large volume of notifications these users tend to receive on a daily basis," Pavela said.
Twitter is searching for a new chief executive following the resignation of
Dick Costolo. Twitter co-founder Jack Dorsey is filling in on an interim basis and is also a frontrunner to fill the job on a permanent basis. One of his key initiatives is to reignite growth of the service.
So far the new feature seems to be a hit.