Twitter has opened its Community Spotlight profile module to all Professional Profile users. This enables users to showcase a chosen community above their tweet feed, potentially enhancing visibility and attracting more members.
Twitter engineer Dongwook Chung confirmed the availability of the Community Spotlight for all community administrators and moderators who have switched to a professional profile.
This feature was first tested in October of the previous year, when select creators were invited to promote their communities. Now, it has been rolled out more broadly. Currently, the feature is available only on desktop, but once activated, the module is visible on all devices.
For brand accounts, this could be a beneficial tool to highlight relevant Twitter communities, thereby promoting related engagement and conversation. This could further lead to an increase in app engagement and alignment.
However, communities still remain somewhat niche on Twitter, with some thriving while others are left behind, often conflicting with the public square ethos of the platform.
Many Twitter users want their tweets seen by the broadest audience possible, making the idea of limiting potential exposure to a specific group less appealing. Furthermore, long-time Twitter users have typically already established their groups through their posts and follows, making further segmentation seem unnecessary.
The same applies to 'Circles', another enclosed tweet option from Twitter. As with communities, these siloed conversation elements haven't resonated with most users. Elon Musk has even mentioned that Circles will soon be phased out in favor of improved communities and DM chat features.
Nevertheless, Communities may still have potential. By enhancing control and promotional options for Twitter sub-groups, it could encourage new types of engagement and interaction. This is another step in that direction and could be especially beneficial for brand accounts.