Twitter’s new upgrade may be good news for Twitter blue subscribers who will be able to post longer Tweets. But for marketers, it’s not so much as the platform now hints at fewer ads in the subscribers’ feeds.
Thanks to a new upgrade that Twitter Blue subscribers started receiving this week, certain tweeters can now be more outspoken than ever.
Twitter is introducing 4,000-character tweets for subscribers to Twitter Blue, in its latest controversial modification to the company under Elon Musk’s leadership.
Enhanced character limit is one of the benefits of the coveted blue authentication badge
Only users subscribed to Twitter Blue have access to the updates. Twitter Blue is an opt-in premium that costs $8 or $11 a month, depending on whether you pay over the web, Apple’s App Store, or Google Play, to give your account the coveted blue authentication badge. In addition to the “Verified” status, the program also guarantees a variety of benefits including an editing option and algorithmic preference in user feeds.
The implementation of Twitter Blue verification has been difficult due to pushback and impersonation problems that have necessitated the development of new controls. However, according to recent reports, impersonation is still prevalent.
Musk has been hinting at additional benefits of a Twitter Blue subscription, such as longer tweets, for months now. Those benefits are finally here. Subscribers can now post messages 3,720 characters longer. Previously tweets had a limit of 280 characters, including in responses and quote retweets.
On Wednesday, Twitter teased this upgrade with a sarcastic tweet that repeatedly used the phrase “more words.”
Lower ad frequency for Twitter Blue subscribers
Twitter has given hints that users of Twitter Blue will soon enjoy the benefit of less frequent adverts in their timelines. Interestingly, Musk has floated the idea of adding a second, more pricey, ad-free subscription tier.
The increase in tweet character limitations is the most recent of several just-released benefits for Twitter Blue subscribers. The platform recently announced that it would start sharing ad revenue with creators who have subscribed to Twitter Blue and whose content draws advertisements in their replies. Additionally, since December, users can upload videos that are up to 1 hour long.
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Concerns over longer character limits
Given that non-subscribers would be able to read longer tweets but not be able to publish them, there have been concerns that the new character limit update could lead to confusion. Additionally, while Twitter Blue users can now publish lengthy posts as opposed to extended threads of tweets, non-users will probably still rely on threads to relay lengthy information.
There are additional concerns over longer tweets inevitably resulting in more space between adverts in user feeds discouraging advertisers. That will alienate advertisers who have already abandoned the platform in droves due to contentious updates, brand safety worries, and Musk’s rules that prioritize free speech as well as an increase in hate speech.
As Musk tries to transition Twitter’s business model from an ad-supported revenue model to a paid subscription one, he’s run into more than his fair share of challenges. The exoduses of employees, users, and advertisers have only made the situation worse. Musk is currently looking for a suitable successor to take over the role of CEO at Twitter.
