![]() “Why is Twitter so determined to make me follow the menswear guy?” one user wrote, in a tweet last week that has been viewed over 1 million times. But it’s not what many users signed up for. Guy’s account is harmless and good-natured. He has opinions about the proper tailoring of suit jackets, he’ll write threads with useful tips like how to shrink an oversized sweater, and sometimes he’ll make jokes about celebrities’ sartorial choices. He runs a moderately successful Twitter account on which he tweets about-you guessed it-men’s fashion. Starting around ten days ago, this California-based fashion writer (whose real name, coincidentally, is Derek Guy,) began appearing in the feeds of thousands, perhaps millions, of Twitter users. And in classic Twitter fashion, the For You page has birthed a new breed of Twitter celebrity, too: the menswear guy. It’s already having an impact on how users interact with the platform, and with each other. The addition of the For You page marks perhaps the most significant change to Twitter’s platform dynamic in years. The short-form video app TikTok’s recommendation algorithm is famous for its addictive properties if Twitter can do the same for tweets, it would mean more eyeballs on ads and more dollars in the bank. A change to Twitter’s fundamental newsfeed algorithm might be Musk’s latest roll of the dice. But on the surface, with an exodus of advertisers and a lackluster subscription offering, Twitter’s financial situation appears little better than it was before Musk’s acquisition of the company. ![]() In a pitch last year to investors who funded his acquisition, Musk reportedly promised to increase Twitter’s revenue five-fold. ![]() Three months into Elon Musk’s ownership of Twitter, the platform appears to be experimenting with new ways to boost user numbers and engagement.
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