The feature — which, again, is just an experiment — appears on embeds of popular, viral tweets found across the Internet. It replaces the like and retweet icons with a count of how many people are discussing the tweet.
Twitter removed the Retweet / Like buttons for tweets embedded in articles?!
Old Twitter Embed vs. New Twitter Embed pic.twitter.com/BAm6we9P0E
— Matt Navarra (@MattNavarra) November 23, 2017
It’ll be interesting if Twitter ultimately commits to this. On one hand, this is an immediate and visual way of seeing how controversial or pertinent a tweet is. In this respect, an overall count of people discussing it feels much more valuable than mere likes and retweets, which don’t really signify interest particularly well. I mean, how often do you ‘like’ a tweet, and then move on and forget about it?
But removing the like and retweet icons altogether seems like a surefire way to reduce overall engagement. If you see a funny tweet and you want to share it with your friends, you’ll now have to click through. This, I’d argue, feels much less fluid.