New Twitter Test Removes Re-Tweet and Like Counts from Tweet Embeds.

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Twitter’s trying out a new way to boost on-platform engagement, this time by removing the tweet actions from embedded tweets and replacing them with a ‘ talking about this’ count.

The idea is to get more people clicking through on the tweet, rather than merely checking out the re-tweet, like and share counts in the embed and moving on. In this format, the user is shown that people are talking about the tweet, that there’s a whole conversation happening around it – but if you want more context, you’ll need to click through to Twitter itself.

Twitter’s long noted that it has a big network of ‘nonlogged-in users’ who consume tweets but don’t actually come to Twitter itself. While Twitter has  330 million monthly active users, in the past, Twitter has claimed that there are more than 500 million users who stop by to read tweets without signing in or registering.

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