Twitter is updating its service so that users can choose whether to view all the updates from a particular account or block out conversations with a new reply viewing feature. The tool is aimed at giving users a more efficient, simple and personalised Twitter, meaning they will only see relevant content without having to scroll through chats between friends.

The simplified profile is being rolled out to verified accounts over the coming weeks. When visiting these accounts, by default users will be able to see a timeline of Tweets without replies, meaning that any Tweets beginning with @username will not appear unless the user selects ‘All’ above the Tweets timeline on the profile page.

The update is just the latest sign that Twitter is working hard on ensuring users only see content they are interested in. The firm is hoping also hoping to improve this via new recommendations features like personalising trending topics to suit the user’s interests and partnering with a number of media firms enabling users to view content in an ‘expanded tweet’ without leaving the site.