After testing the feature for a while, Twitter announced the launch of its new Mute feature on Monday. It’s in the process of rolling out, so you should get it within the next few weeks if you don’t already have it.

This will effectively give users the ability to stop seeing messages from accounts that are posting too frequently, without actually unfollowing them.

Matt McGee brings up a great point in that it “means brand visibility is now sure thing.”

It’s always been a good idea to consider your audience when tweeting, and try to tweet the types of things they’d like, at a frequency they would like or expect. It’s often a judgment call.

Your brand’s tweeting habits have always run the risk of causing unfollows, but now users don’t even have to unfollow you to stop seeing your messages. Perhaps they still want to support your brand by remaining a follower (they must have had some reason to follow you in the first place), but they don’t want to see your constant marketing messages. Brands are going to have to consider this, and tweet what they expect to be interesting and engaging, and in most cases, not too frequently to where it’s annoying.

Now that you have a harder time reaching people’s Facebook News Feeds with your Page posts, don’t blow it on Twitter and get yourself muted.

Users can mute people from individual tweets or from their profiles. On the web, the feature appears as an option under “More.”

“Mute gives you even more control over the content you see on Twitter by letting you remove a user’s content from key parts of your Twitter experience,” says product manager Paul Rosania.

When you have someone muted, you’ll see a red mute icon on their profile. Click it to unmute them.

More on the feature here.