Observed Signal · Feb 15, 2023 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Twitter shows Elon Musk tweets to all users
After Elon Musk complained about low engagement, Twitter began delivering all of his tweets to every user in the For You feed, including those who do not follow him. The move appears to be an effort to boost Musk's visibility, reportedly implemented via changes to the platform's distribution algorithm. Musk acknowledged ongoing adjustments to the algorithm in a February 14, 2023 tweet. Coverage cites internal dynamics, including a reported fanout issue in the Following feed and the firing of a top engineer who attributed the problem to user disinterest rather than a bug. The trigger was a Super Bowl tweet that, according to sources, was shown less often than President Biden's tweet, prompting engineers to boost Musk's reach. Observers note the change and await whether the policy remains in place or evolves further.
Technical Release on a major platform (Twitter) altering tweet distribution could impact content reach and advertiser measurement in AdTech.
Track The Verge Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Elon Musk retained the CEO role at Twitter.
- Twitter started showing all Musk tweets to all users in the For You feed around Feb 13–14, 2023.
- Musk tweeted about adjusting the algorithm on Feb 14, 2023.
- Internal data indicated a 'fanout' issue for the Following feed causing up to 95% of Musk's tweets not to be delivered.
- The change followed reports that Musk's Super Bowl tweet performed worse than Biden's, prompting engineers to boost his reach.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Windows 11 Search Upgrade, Copilot Gets File Access
Microsoft announced two upcoming updates for Windows 11: an enhanced search feature and expanded Copilot capabilities. The new search allows users to directly adjust settings like dark mode, take screenshots, and change volume from the search bar, with future ability to compose and send messages. Copilot's 'Hybrid Intelligence' feature, introduced at a Microsoft event, enables the AI to access local files and perform actions across the OS, such as finding, renaming, zipping documents, and attaching them to emails. Jacob Andreou, EVP of Copilot, demonstrated this in a tax return example. The rollout will be gradual, requiring user permission for file access. The search upgrade is expected later this year, with no exact date specified.
Publishers Use Registration Walls to Fight AI Traffic Decline
As referral traffic from search engines declines, especially due to AI Overviews, publishers are increasingly turning to registration walls to convert anonymous visitors into known users. This strategy aims to deepen engagement, gather first-party data for better ad targeting, and potentially increase programmatic ad rates. The Verge plans to test a hard registration wall on a cohort of readers. Publishers report that registered users can yield ad rates up to eight times higher. However, some publishers found that registration walls do not always lead to subscriptions, and for many, the revenue from subscriptions is insufficient to offset traffic losses. The trend reflects a broader shift towards first-party data and known audiences in response to AI-driven changes in search and referral traffic.
Publishers Frustrated by Opaque AI Licensing Deals; Google Zero Debate
At the Digiday Publishing Summit, publishers expressed frustration over opaque AI licensing deals with companies like Google and Meta, noting varied and non-disclosed contract terms. They discussed the 'Google Zero' phenomenon, accepting that search traffic will continue to decline and focusing on monetizing AI visibility and direct audiences. Publishers are testing strategies like optimizing content for AI, using Google Search Console data to measure AI Overview impressions, and forming direct audience strategies. The summit highlighted the challenges of rebuilding sustainable, traffic-independent businesses amidst the shift to AI-driven discovery.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.