Twitter adds WhatsApp and LinkedIn sharing buttons to facilitate wider engagement on tweets


Twitter is looking to make it easier to spread tweets beyond its own platform via a new WhatsApp sharing button for users in India, as well as a new LinkedIn sharing option, with a dedicated presentation of tweets in the application.

First, on the new WhatsApp button – given that WhatsApp is by far the most used messaging app in India (487+ million users), Twitter is looking to address this in-app use, testing a new dedicated WhatsApp share button in the lower display of the tweet feature.

As you can see in this example, some Indian Twitter users are now seeing a WhatsApp icon in their tweet engagement options, allowing users to quickly share a tweet with their WhatsApp contacts.

I mean, sort of. Apparently Twitter hasn’t fully resolved the functionality of the button yet – but theoretically this will eventually make it easier to share tweets more streamlined in your WhatsApp chats.

Twitter provided this statement about the test (for Tech Crunch):

“As of today, we are rolling out a new experience exclusively in India, an important market for us. We are replacing the share icon on Tweets with the WhatsApp icon for the majority of people who use Twitter on Android in the country, so sharing their favorite or notable Tweets is easy even beyond Twitter, which makes the more open, accessible and holistic experience for them.”

Again, WhatsApp is the key messaging platform in the region, and really, the key connection tool connecting Indian users to the digital economy, so it makes sense for Twitter to lean into that where it can, with a view to maximizing the reach and engagement of tweets. .

On another front, Twitter has also enabled sharing tweets on Snapchat and IG Stories on Android (previously only available on iOS), plus a new option to share a tweet on LinkedIn.

This will provide more ways to share relevant tweets across all your favorite platforms, while helping to ensure that Twitter can keep tabs on such activity – as opposed to people sharing screenshots of tweets instead, which are still very common, and can’t be attributed to the application itself.

And Twitter really wants to track that data, because Twitter remains convinced that millions of people actually interact with tweets every month, but never log into the app.

In 2015, Twitter claimed that it had more than 500 million “disconnected” users check tweets every month.

Table of disconnected Twitter users

Which is more than double its current mDAU count. And while the estimates here seem a little optimistic, the idea is that tweets generate far more engagement and influence than you can see in their basic analytics stats, and that Twitter itself has a far greater cultural influence than the raw numbers might suggest.

Which could be true. Not to that extent I wouldn’t say, but if Twitter can provide more sharing options, and then stay connected to how tweets are shared and re-shared in other apps, that might provide another way for it to present this element, and the greater relevance of the tweets, beyond its own relatively small number of users.

I believe Twitter is getting more discussion than meets the eye, and it will be interesting to see if these new share buttons end up providing more data on that aspect.


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