Facebook has made it clear that direct messaging is a priority, through great investments in developing a smoother direct messaging experience with it’s own messenger service, on Instagram, and through the acquisition of messaging giant WhatsApp. Twitter‘s under-developed direct messaging capability has been identified by multiple sources as one of it’s greatest weaknesses, but they’re finally doing something about it.

Twitter announced a new feature that can potentially change the way that users and brands utilize the platform. Traditionally Twitter has been a forum for sharing information publicly. Twitter’s initial foray into the world of direct messaging required users to be following one another. Now, Twitter has introduced a feature that will allow users to receive messages from users they are not following. This feature is opt-in only, allowing users to choose if they like to utilize it (and potentially receive messages from anonymous accounts).

This development will change the way mega-twitter users and brands interact with their followers. It is a nearly impossible task for big brands to be following all of their followers– and now, they don’t have to. Users, who previously may not have been interested in tweeting @ brands on their feeds will be able to privately connect with them. This new form of messaging will allow brands to make a personal connection with a user who has direct interest in the brand.

What Sparks Our Fire: A new way for brands to connect with a captivated audience