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Musk Says That, as of April 15th, Only Tweets from Twitter Blue Subscribers Will be Recommended in the Main Feed

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Twitter Launches Test of Ad Targeting Based Specifically on Search Queries in the App

With Twitter Blue take-up failing to reach expectations, Elon Musk is taking drastic action to drive more adoption, announcing today that, as of April 15th, the only tweets that will be displayed in the ‘For You’ tab – i.e. the main tab of the app – will be from paying, Twitter Blue verified accounts.

As Musk notes, voting in Twitter polls will also become a Twitter Blue exclusive option, which will severely restrict the reach of non-paying accounts, while also limiting general user functionality.

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Twitter’s also removing ‘legacy’ blue checkmarks later this week, which will mean that, as of April 15th, your Twitter feeds are going to look a lot different, with the only blue ticks being from paying users, and only paying users showing up in For You feed recommendations.

You’ll still be able to view tweets from the accounts you follow in your ‘Following’ tab, and you’ll still be able to see tweets from non-Twitter Blue accounts in other areas, like Explore trends. But it will limit visibility, which could prompt more accounts to pay up, and boost Twitter’s revenue intake from subscriptions.

Twitter Blue, which, as of last week, is now available in all regions, currently has around 450k subscribers, which equates to 0.18% of Twitter’s total user base. The risk for Twitter is that this small group of users is also largely aligned with Musk, and his political and ideological stances, which could turn your For You feed into a very one-sided discussion, in relation to political and world events.

That could turn a lot of users away – because as Parler and various other right wing social media apps have shown, nobody really wants to engage in a partisan chatter fest. But brands, in particular, do want visibility for their tweets, and maybe, by restricting their exposure based on subscriptions, that’ll lead to a big uptake in Twitter Blue, which, by extension, as Musk notes, could help to combat bots and spam in the app.

The logic here is that spammers and scammers won’t be able to afford to pay $8 per account to run their schemes. Right now, a scammer can set up hundreds of thousands of Twitter accounts, free of charge, then use those profiles to make certain opinions or angles trend, amplifying whatever side of an argument they choose to take.   

But if the majority of Twitter users pay for verification, that will eventually mean the only non-verified accounts will belong to spammers that can’t afford it. That, theoretically, will make these scams much easier to identify – but in order for this to be a viable approach, Musk will need really high take-up of Twitter Blue, which, thus far, is not even close to happening.

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Which is why Twitter’s now taking steps to make paid verification a thing.

Will that work? I’m tipping the majority of users still won’t pay, while the potential downside is that it could make a lot of people less likely to tweet, and less likely to switch over to the ‘For You’ tab, hampering discovery, and thus usage.

But it seems like Musk is going to find out for himself.

At least he’ll know, definitively, if this is a workable option or not.  



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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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.

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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.

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Catering to specific audience boosts your business, says accountant turned coach

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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.” 

“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.

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“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.

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Instagram Tests Live-Stream Games to Enhance Engagement

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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.

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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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