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Musk Reinstates Trump, as the Platform Keeps Running Despite Reduced Staff

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Musk Reinstates Trump, as the Platform Keeps Running Despite Reduced Staff

Yes, Trump is back on Twitter.

In what may be the ultimate singular example of the Elon Musk experience at the app, over the weekend, Musk reinstated the former President’s Twitter account, despite saying, just three weeks ago, that no decision on account reinstatements would happen until Twitter had formed a ‘content moderation council’ to rule on such moves.

Again, what Elon says and what he does are often very different, which is an important contextual note in analyzing his process.

So, to provide a full overview, back in October, shortly after Musk took over at the app, and amid a wave of calls for him to reinstate Trump, as Musk had said that he would, Elon explained that this wouldn’t be on the cards anytime soon.

Knowing that he had to maintain appeal with advertisers, who are still reportedly cutting ad spend, and taking a more cautious approach to such decisions, Musk seemed to be scaling back his ‘hardcore free speech’ ethos, in order to avoid putting prominent ad partners offside.

Shortly after, Musk met with those very advertisers to allay their concerns, and explained that Twitter was indeed working to implement a content council, featuring various experts and civil rights leaders. Musk noted then that it would take months to establish this group.

That seemed to give Musk some room to work on this new approach to moderation, and reduce his own, direct input in such rulings. Which, in some ways, is the best of both worlds – Musk can say that he stands for total free speech, maintaining his position with his supporters, while this new Council makes actual rulings, that are more in line with ad partner expectations.

That would likely have been a much safer way to move forward.

But then, Elon changed his mind.

On Friday, Elon sent out a tweet stating that it was ‘Freedom Friday’, before reinstating the previously banned accounts of The Babylon Bee, Kathy Griffin and Jordan Peterson.

He then launched Twitter poll asking Twitter users if they thought that he should reinstate the account of former President Trump.

The poll eventually garnered more than 15 million votes, with the ‘for’ just outweighing the ‘against’. And true to his word, Musk did then reinstate Trump’s account, with the former President now able to tweet once again from his @realDonaldTrump profile.

But he hasn’t, and he says that he won’t.

Trump Media & Technology Group has over $1 billion sunk into Trump’s own social media app Truth Social, with funding from a range Trump’s top supporters and advocates. A key proviso in that plan is that Trump has committed to posting exclusively Truth, even if his Twitter account were to come back. Trump could find a way around that, in posting to Twitter several hours after first posting in his app, but essentially, Trump’s pretty much locked into making Truth Social a thing, even with his beloved Twitter account now there and waiting for his attention.

So Trump might, eventually, start tweeting again, but right now he’s not. Which means that this was really more of an attention-grabbing move for Musk, once again, which also, as noted, contradicts his previous statements, and reinforces the fact that at Elon’s Twitter, anything could happen, at pretty much any moment.

That’s clearly helped Twitter gain more interest – Musk keeps saying that Twitter usage is hitting all-time highs, and thus far, it’s been able to keep running, despite that increased load – and despite Twitter’s headcount being cut by some 88% since Musk took over.

It’ll be interesting to see if the platform holds up, and while there have been reports of outages and other issues at the app, it is still working, which does, at least in a public-facing sense, add some weight to Musk’s approach in cutting staff to bare bones.

The big test will be the World Cup next week, which is expected to put increased demand on Twitter’s servers once again. And if the platform does hold up, with minimal impacts on performance, you can bet that other social apps will be reassessing Musk’s staffing approach, and considering if they need so many people to keep things running.

Which they might – but then again, 88% of Twitter’s staff are reportedly no longer working on the app. That’s gotta’ have some impact, right?

But to the point at hand, Musk’s decision to reinstate Trump is a perfect reflection of his approach in managing the app thus far. He says one thing, then does another; he appeals to advertisers to stay, then gives them more reason to be concerned about his approach.

In summary, who knows what’s coming next at Twitter, and if it’ll work. It could all come to a grinding halt this week, due to internal issues that are not being addressed, or Musk could keep finding new ways to generate headlines about himself and the app, which then keeps more people coming to it, which eventually makes it more of a magnet for ad dollars either way.

We’ll see what Musk has in store this week, in the lead-up to Thanksgiving.



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Instagram Tests More BeReal-Like Elements as it Looks to Lean Into the Authentic Social Shift

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Instagram Tests More BeReal-Like Elements as it Looks to Lean Into the Authentic Social Shift

Will the BeReal process of posting an image of whatever you might be doing at a specific moment of the day end up becoming a lasting social media trend, or will it fade out, like many viral shifts before it?

It feels, in some ways, like it’s already waning – though BeReal did win App of the Year on both the Apple and Google (‘Users Choice’ category) stores for 2022. So there’s that – and overall, there is also a sense that BeReal has showcased an underlying trend in social, that people have had enough of the airbrushed, edited, sculpted personas that people present in their every upload and comment online.

It all feels a bit staged, and BeReal eliminates that, in a creative way. But what’s next for BeReal, as an app? Is there anything more that can be done with that concept?

Is there anything that other apps can do with it – and is it worthy of further exploration?

Instagram’s certainly giving it a shot.

After trying out a very BeReal-esque feature called ‘Candid’ earlier this year, Instagram is now also developing some similar features, focused on different elements within the app.

First off, Instagram’s working on something called ‘Roll Call’ which would enable group chat members to request that all participants add a photo or video of themselves to the chat within 5 minutes.

As you can see in these screenshots, posted by app researcher Alessandro Paluzzi, Roll Call is effectively a small-scale version of BeReal, within an enclosed group chat, as opposed to sending the request to all of your contacts.

Instagram Roll Call example

Instagram’s also working on ‘Glimpse’ Stories, which works exactly like BeReal, in using the front and back cameras to show what you’re up to at any given time.

Instagram Glimpse example

As you’ll note in both of these variations, they require participation, just like BeReal, with the images or videos posted only made visible to those who’ve also submitted their own contribution to the Roll Call/Glimpse.

Could that work, and become a more significant trend on IG, if indeed either feature is ever actually released?

I mean, maybe.

Again, BeReal has seen a massive surge in downloads this year, so there’s clearly interest in such functionality, and really, the BeReal process is more of a feature than a platform in itself, so it could also make more sense as a complementary element within Instagram or some other app, than as a separate app of its own.

But it also feels like a bit of a fad that people will tire of – an antidote to the artificiality that now dominates the main apps, but which doesn’t actually change them, or the way we use the more popular apps, as such.

Which is the real challenge. While there is clearly a desire for more genuine, honest communication within social apps, the big platforms already play such a significant role in our daily process that it’s going to be difficult to usurp them, while it’s also hard to resist the entertainment value of TikTok for distraction and engagement, veering away from social connection.

How do you make the mundane more interesting, and a more significant aspect, when it’s more of a curiosity, a fleeting interest to make you feel more connected, but not a longer-term engagement element within itself?

The unfortunate truth that all social apps have eventually shown us is that we’re all pretty boring. Most of us don’t lead amazing, glamorous lives worthy of constant documentation, which is what’s eventually led to more people portraying enhanced versions of their existence to glean more likes and interest from others in this constructed digital engagement sphere.

That’s then gone even further, into image editing and blatant distortions of reality, in all respects, which has then led people to question more of what they’re seeing, while on another front, friends and family sharing their political opinions has forced us to see sides to them that we never knew, and in many cases, didn’t really need to find out about.

Which is what’s then set the scene for an app like BeReal to come in, and show us, in a relatable, human way, that we’re actually much more closely aligned than these increasingly false or distorted depictions may suggest.

That feels like the seed of a new shift, a new way of approaching social media interaction – but thus far, that’s as far as we’ve got. There’s just not much else you can do to build on that concept, and lean into that trend.

Maybe it’ll spark the next industry shift, and maybe it’ll be Instagram or TikTok or some other established app that will crack the code and find the best way forward on this front (I’d argue that Snapchat’s focus on connection among friends is most closely aligned with this shift, as a general app approach).

But right now, it feels like a limited element, a glimmer of what could be in amongst the broader social media cacophony.   

Instagram might make more of a push to see what happens, but it may need something more to evolve this into a bigger element.  



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