Twitter’s much speculated, admonished and anticipated algorithm is here as a feature users can activate. It’s called “Show me the best Tweets first.” The algorithm selects what Twitter deems to be the best tweets and ensures it is at the top of a user’s Timeline when he or she opens the app.

At the moment, the feature’s opt-in, meaning users need to turn it on in their settings, but one can assume that this won’t be the case for too long. It will likely be turned on automatically, while giving users the ability to turn it off and go back to a real-time, chronological feed of Tweets.

The rollout is clearly slow and deliberate with the intention of alleviating as much angst among existing users as possible. We’re also lacking some key information like what exactly Twitter’s algorithm is looking at to determine the “best Tweets.” We do know a user’s previous interactions and interests will play a role, so if a user has engaged with a certain type of content or author in the past, that content will have a greater likelihood to display. In addition, content that’s receiving high engagement from the Twitter community also has the potential to be displayed more often.

So what can weanticipate as some of the ramifications for marketers? Here are some things we can expect.