Joe Meloni

Twitter users who follow major brands on the microblogging site can now choose between seeing just Tweets from the companies they following or full conversations around shared content, including the brands‘ @replies. In its official blog, Twitter said users who follow profiles that produce a lot of content and responses are often frustrated by the glut of information they see, though others might find responses helpful in learning more about brands. Allowing users to choose which content they see will likely improve the overall experience for users, and the update might have benefits for businesses practicing interactive Twitter marketing.

According to Twitter, the feature will initially be available only to verified accounts, as these are the profiles with the most replies. On the profile page, users will see two buttons just above the activity feed of the profile they’re viewing. One will allow them to view all content, while the other will eliminate the company’s replies to various users across the web. This feature will make it possible for marketers with verified accounts to respond to Twitter followers freely without worrying about producing too many @replies, and this should be good news as Brafton has reported that interactive Twitter posts tend to garner more clicks.

There is no word from Twitter as to whether or not the feature will be available to all users at any point. However, brands will certainly enjoy it, since those following their social media marketing campaigns can now be sure to see only the content that interests them.

If Twitter’s most recent activity is any indication, it may already be working on bringing the tool to all users. Brafton has recently highlighted a series of adjustments from the company that have made the site more user-friendly. Among the latest Twitter developments are weekly email notifications that highlight the most relevant content from the previous seven days, along with Tailored Trends, which enable users to see topics trending among their own followers instead of topics hot in a geographic region.