Jack Dorsey

Twitter changes its timeline

Twitter now customizes the way tweets are displayed to appeal to advertisers. Fred Katayama reports.

(REUTERS / TWITTER) – A new look on Twitter. The microblogging site is changing its timeline. It’s customizing how you’ll see your tweets.

Starting Wednesday, after logging in, users will see several tweets from the past few hours that Twitter thinks they are most likely to interact with. They’ll see the traditional timeline in reverse chronological order below those prioritized tweets.

Behind the change – Twitter’s desire to appeal to advertisers by giving more prominence to their tweets. It has been under pressure from investors to step-up user growth and ad revenue. The new timeline comes just hours before Twitter reports fourth-quarter earnings.

Some users don’t seem happy. After reports about the timeline changes surfaced last week, they’ve been tweeting with the hashtag #RIPTwitter. They said a customized timeline – similar to Facebook’s News Feed – meant Twitter would lose one of its signature features.

The new timeline will be the default in coming weeks on Android, iOS and online, but users can opt out of it.