Dive Brief: 

• Last fall, Twitter rolled out a new design that automatically displayed photos and videos in-stream without requiring users to click on the tweet. 
• Another design change that didn't receive as much attention, however, was the transition of engagement buttons — retweet, favorite, follow, reply — to a more visible spot that also no longer required a tweet to be clicked first. 
• This simple change has, according to research from ad tech firm Socialbakers, helped Twitter increase these interactions from 17,098 in June 2013 to 27,653 in June 2014 —​ a 61.7% jump. 

Dive Insight: 

The photos and videos in-stream was a sexier thing to publicize, but it looks like the small change in the interaction buttons made a huge difference, too. It's a testament to how much site design really matters — especially when it comes to ease of use.