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Twitter Announces Coming Removal of Separate TweetDeck App for Mac

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Twitter Announces Coming Removal of Separate TweetDeck App for Mac

Twitter’s taking the next steps towards making its new version of TweetDeck a subscriber-only option, by removing the Mac version of the app, in favor of the generic web dashboard.

As Twitter notes, it’s removing the Mac-specific version to focus on a single platform update – though as noted, the removal could also point to its development of a new paid version of the app, which would be accessible via Twitter itself, as opposed to being a separate tool.

Twitter’s been working on a new version of its tweet management app since last July, when it announced the first stage of beta testing for its ‘TweetDeck Preview’, which includes updated column layouts, multiple management decks, improved search tools and more.

Twitter’s added various new TweetDeck Preview additions since, including improved video playback in-stream. But along with that, there have also been hints that Twitter’s looking to make TweetDeck a paid option, likely built into its Twitter Blue offering.

Twitter hasn’t directly said that this is the way it’s headed, but it has also provided some indications.

Last July, when the TweetDeck Preview beta was launched, then Twitter Product Chief Kayvon Beykpour made this note:

“We’re exploring how we can give people more customization and control using TweetDeck. We want to get feedback on how we can expand TweetDeck’s offerings for those who use it the most. We’ll take these lessons into account as we explore what TweetDeck could look like within Twitter’s subscription offerings later on. We’ll have more to share soon as we learn from these tests.”

So the indications are that, eventually, when it’s made generally available to everyone, users will have to pay to access the upgraded TweetDeck.

Which I’m not sure that many will do.

While the TweetDeck Preview looks interesting, there are no major, compelling new additions to the app’s functionality, nothing that would suddenly make it a ‘must have’ platform, and would justify the extra spend. Especially considering there are so many third-party platforms that offer similar tools. Twitter could make TweetDeck better than all of them, by incorporating all of their various functionalities, but thus far that doesn’t seem like the direction that Twitter’s looking to take with the new app.

That could, however, be a lucrative pathway for Twitter to consider. If it were to add significantly valuable business tools, like improved analytics, updated search tools (covering different elements of the app) and more competitor research options, it could likely charge significantly more than the current $3 per month for Twitter Blue, and businesses would pay.

Twitter scaled back its analytics tools in 2020, with the removal of its Audience Insights element, and it hasn’t added any alternative data options since. If it were to beef up these tools in a new business tier of its subscription offerings, that could be a valuable offering.

But the current TweetDeck Preview is little more than a re-shell of the current, free app. Which could make it a pretty hard sell – unless Twitter’s still looking to build in more before a bigger launch.

But then again, Twitter doesn’t really seem to get this aspect, going on the Twitter Blue example at least. Undo tweets, new color options, NFT profile pictures, and a couple of other tools have sparked some interest, but they’re not really worth the monthly fee for the majority of users.

That’s why Twitter Blue’s not really moving the needle as yet. As the company noted in its Q1 2022 report, its subscription and other revenue elements brought in $94 million in the period – which actually represents a 31% decrease year-over-year.

Note that Twitter Blue was launched to US users in November last year, so really, based on early interest, Q1 should have seen close to maximum interest in the option.

Clearly, the things that Twitter deems valuable are not the same as what users are willing to pay for, which could mean that it is indeed going to go ahead with this updated version of TweetDeck as a paid offering.

Which seems like it’s getting closer to launch:

Will users care? Probably not, not unless Twitter has some big changes in store that it hasn’t yet added to the Preview as yet.

Maybe those are coming, but if they aren’t, I can’t see this being a big winner for the app as it works to meet its ambitious growth and revenue targets.

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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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