Twitter has long been synonymous with short snippets. Thoughts and ideas that are hastily typed and widely shared. Before 2017, the platform had a strict 140-character limit, which co-founder Jack Dorsey referred to as “a beautiful constraint.” It encouraged users to communicate concisely and creatively.
However, as the digital landscape evolved, Twitter increased its character limit to 280 characters in 2017, and now it’s taking things even further for its Blue subscribers. In an attempt to compete with rival newsletter platforms and encourage long-form content, Twitter has introduced a new feature allowing Blue subscribers to post 10,000-character long posts, along with support for bold and italic text formatting.
As social media continues to play a critical role in marketing strategies, it’s essential to understand how these changes might impact businesses and their approach to social media marketing. In this blog, we will explore the new 10,000 character limit for Twitter Blue users, the push for long-form writing on the platform, and how these changes may affect businesses’ social media marketing efforts.
What is happening with Twitter?
Twitter’s recent push for long-form writing and creator monetisation has brought about several changes to the platform, making it more attractive for content creators and marketers alike. The introduction of monetisation options, such as subscription offerings, allowing creators to earn from their content while also meeting specific eligibility requirements. These changes come as a rebranding of the Super Follows program introduced in 2021, with added features like text formatting and longer videos to enhance the user experience.
However, it is not the first time that Twitter has attempted to incorporate long-form writing into its platform. In June 2021, the company launched the Twitter Notes program for select writers but eventually shut it down under Elon Musk’s leadership. Furthermore, the acquisition and subsequent discontinuation of the newsletter tool Revue highlight the company’s continuous efforts to refine its strategy for long-form content.
Amidst these changes, Twitter finds itself in fierce competition with newsletter platform Substack, which introduced a Twitter-like feed called Substack Notes. In response, Twitter has started blocking links to Substack and restricting engagement with tweets containing Substack links. This rivalry has even led to public disputes between Elon Musk and Substack CEO Chris Best. As Twitter evolves and adapts to the changing content landscape, businesses and marketers must stay informed about these developments to make the most of the platform’s new features and opportunities.
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How do these changes affect marketers?
The introduction of the 10,000-character limit for Twitter Blue users brings about a significant shift in the social media marketing landscape. This change presents businesses with new opportunities to create in-depth content, engage with their audience more effectively, and adapt their marketing strategies to align with Twitter’s evolving platform. By leveraging long-form content, brands can provide more comprehensive and informative posts, enhance their storytelling capabilities, and establish themselves as thought leaders in their respective industries.
In addition to the increased character limit, the addition of bold and italic text formatting can help improve content readability and overall presentation. As a result, businesses with Twitter Blue will be able to create visually appealing and well-structured content that encourages higher engagement levels (likes, retweets, replies and shares).
As marketers integrate Twitter Blue features into their marketing strategies, they can also explore the platform’s monetisation options. By supporting content creators through subscriptions and revenue generation, businesses can foster a strong community around their brand and ensure the sustainability of their content production efforts. This approach not only incentivises high-quality content creation but also helps businesses build brand authority and trust among their audience.
Overall, the 10,000-character limit and other Twitter Blue features mark a new era for social media marketing on the platform. Businesses that stay informed about these changes and adapt their strategies accordingly can continue to leverage Twitter as a valuable marketing tool. By creating engaging long-form content, improving content presentation, and utilising monetisation options, marketers can harness the full potential of Twitter’s latest offerings and thrive in the ever-changing social media landscape.
Should you start using Twitter Blue for business?
Before you take the plunge, it’s important to consider how Twitter compares to other social media platforms in terms of marketing opportunities. Twitter holds a unique position in the social media landscape due to its focus on real-time news, engagement with influencers and public figures, and a distinct user demographic.
However, marketers must also take into account the platform’s reach, growth potential, and competition with other platforms for audience attention and advertising dollars. And it’s also important to view Twitter Blue as a separate entity to regular Twitter.
Advantages
Using Twitter Blue for business comes with a set of advantages. Access to long-form content and improved formatting options can lead to increased engagement and brand visibility. Additionally, monetisation options offer support for content creators and generate revenue, further enhancing the platform’s appeal. However, it’s crucial to weigh these benefits against potential drawbacks before diving headfirst into incorporating Twitter Blue features into marketing strategies.
Disadvantages
One of the main disadvantages of using Twitter Blue for business is the limited availability of its features to subscribers only, which may affect the overall reach of a brand’s message. Furthermore, with a surge in long-form content on the platform, businesses may face content saturation and increased competition for audience attention, leading to decreased visibility for individual brands. It’s essential to balance the opportunities provided by Twitter Blue with these potential challenges.
Understanding Twitter’s competitive position and the potential advantages and disadvantages of using the platform for marketing is critical for businesses looking to maximise their social media marketing efforts. By carefully considering the implications of incorporating Twitter Blue features into their marketing strategies, businesses can make informed decisions about how to effectively leverage various platforms, including Twitter, for optimal results.
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Don’t be a Twit
As Twitter evolves and adapts to the changing content landscape, businesses must stay informed about these developments to capitalise on the opportunities they present. By creating engaging long-form content, improving content presentation, and utilising monetisation options, marketers can harness the full potential of Musk-era Twitter’s latest offerings and thrive in the ever-changing social media landscape.
However, it’s crucial for businesses to weigh the advantages and disadvantages of using Twitter Blue for marketing purposes, taking into consideration the platform’s competitive position and reach. By understanding the implications of these changes and adapting their strategies accordingly, businesses can continue to leverage Twitter as a valuable marketing tool, while also maximising the effectiveness of their social media marketing efforts across various platforms.
As the digital landscape continues to evolve, businesses must remain agile and adaptable in their approach to social media marketing. Keeping an eye on the developments within platforms like Twitter Blue for business, and being ready to pivot and evolve with them, will ensure that businesses maintain a strong presence and continue to engage meaningfully with their target audience.
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