SOCIAL
Twitter Cuts Off Access to Some Third-Party Tweet Management Tools
Twitter has reportedly cut off API access for a range of third-party apps, including popular tools like Tweetbot and Twitterrific, which could be a new bid to stop people using the platform via third-party sites, forcing them back towards Twitter itself instead.
The cut-off came without warning on Thursday last week, with various tools left unable to access Twitter’s APIs, rendering them essentially non-functional. Initial speculation was that this was an error – of which Twitter has been experiencing plenty of late. But then on Saturday, The Information reported that, according to internal Twitter communications that it had seen, this was actually a deliberate suspension of access.
Twitter hasn’t shared any further info at this stage.
The developer community has been highly critical of Twitter’s actions, which it says are unprofessional and represent ‘an unrecoverable breach of trust between it and its developers and users’.
Though Twitter’s action is not entirely without precedent. Last month, Twitter announced that it would ban all links to competing social platforms, as a means to cut off what it sees as free promotion for its competitors in the app. Twitter reversed the decision within hours, after mass criticism of the update, but the basis for that move suggests that Twitter chief Elon Musk takes a dim view of allowing other platforms to use Twitter for their own purposes.
Which is also ignorant of the benefits that such linkage and access has had for Twitter’s growth.
Social platforms all benefit from a level of cross-linking and developer access, with third-party tools often becoming key connectors for users in different regions and circumstances, helping to grow usage and engagement.
Twitter has had a rocky relationship with developers, restricting and re-enabling API access over time – which is something that former CEO Jack Dorsey acknowledged had been a key mistake that he was seeking to rectify in his time as chief.
Worst thing we did. I wasn’t running company at the time. Company has worked hard and will continue to open back up completely.
— jack (@jack) December 23, 2021
Musk, however, doesn’t have past history to refer to in this respect, and it may well be that he sees this type of access as a competitive concern, hence the decision to shut it down.
It could also be that Twitter’s working to add in similar functionality to these apps as part of its new ‘Verification for Organizations’ subscription package. We don’t have any real detail to go on as yet, but Twitter is now calling for businesses to sign-up for early access to its professional subscription offering, which could include access to more advanced features.
It’s hard to know, because Twitter’s communications are fairly limited at present – and again, it hasn’t communicated anything to the development teams behind these apps who are unable to run their businesses as a result.
It could be a mistake, or a limited push. Or it could be the beginning of a bigger shift inside Twitter, as Elon seeks new pathways to monetization for the app.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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