A major part of the Twitter ad pricing formula includes "engagements" If they can get more people to "engage" by clicking a heart instead of a star, it's more

A major part of the Twitter ad pricing formula includes "engagements" If they can get more people to "engage" by clicking a heart instead of a star, it's more revenue for them, even if it doesn't improve user experience at all. Of course, there's a good chance the market for Twitter ads will correct, and value an engagement lower if the new engagements don't lead to sales or click-throughs or whatever metric.