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Twitter Announces Price Hike for Twitter Blue Subscriptions

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Twitter Announces Price Hike for Twitter Blue Subscriptions

Hey, how do you increase the take-up of an already unpopular feature, without overextending your already stretched resources?

If you answered ‘increase the price by 67%, without improving the offering in any way’, you may be qualified for Twitter’s product dev team.

This week, Twitter has begun informing Twitter Blue subscribers that they’ll soon have to pay a lot more for their monthly subscription.

As you can see in this notification, the monthly charge for Twitter Blue access is jumping from $2.99 to $4.99 in the US, with all other regions also seeing the same relative increase.

Twitter Blue

Current Blue subscribers will be spared the additional charges for a couple of months, but from October, everyone will be copping a 67% jump in costs – with no additional features, no change in process. Nothing.

Which, as noted, seems particularly odd given that Twitter Blue isn’t doing so well as it is.

As part of Twitter’s latest performance update, posted last week, the company reported that its revenue from ‘subscriptions and other’ sources totaled $100 million in Q2 2022 – which is actually a decrease of 36% for this element, year-over-year.

Twitter other revenue stats

That would suggest that Twitter Blue isn’t really gaining any traction at all, while Twitter CEO Parag Agrawal also noted back in May that the company ‘has not hit intermediate milestones that enable confidence’ with its new revenue and growth projects, including Blue.

Twitter hasn’t shared any official numbers, but independent insight, based on payments made via app stores, has also indicated that Twitter really isn’t taking in much revenue from subscription payments.

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So why up the price?

It seems like a negative move, which will result in more users who’ve signed up to try it out dumping the additional cost. And amid a broader economic downturn, which has seen the cost of living rise overall, will many people really be willing to pay $5 per month for NFT profile pictures and a couple of custom icons?

I’m guessing not. But Twitter needs to make money somehow, and as various commentators have noted, the company is also about to see a significant jump in legal costs due its coming court battle with Elon Musk.

Maybe that’s why it’s upping the price, but it does seem like Twitter should at least be looking to sweeten the deal somehow, if it’s going to ask for more money.

I mean, Snapchat+, which is similar to Twitter Blue, is already reportedly outpacing Blue subscriptions, only a month after launch. Snapchat has also added in new features, like access to a desktop version of the app, exclusively to S+ users.

It seems that there are ways to make subscription offerings like this work – though I’m not sure that boosting the price, seemingly at random, is the growth hack Twitter might think.



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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

As it works to latch onto the short-form video trend, and negate the rising influence of TikTok, Meta has announced some new updates for Reels, across both Facebook and Instagram, including additional Reels insights, the expansion of the ‘Add Yours’ sticker, and ‘auto-created’ Reels clips. Yes, automatically created Reels videos.

Here’s how the new additions work.

The main addition is the expansion of the ‘Add Yours’ sticker from Stories to Reels, providing another way to prompt engagement from other users via Reels clips.

As you can see in these example images, you’ll now be able to post ‘Add Yours’ questions via Reels clips, while you’ll also be able to view all the various video responses to any prompt in each app.

It could be another way to spark engagement, and lean into the more interactive ethos of the short form video trend. Part of the appeal of TikTok is that it invites people in, with the participatory nature of the app essentially expanding meme engagement, by making it more accessible for users to add their own take.

Meta will be hoping that the ‘Add Yours’ sticker helps to facilitate the same, prompting more engagement with Reels clips.

Next up is auto-created Facebook Reels, which, as it sounds, will enable users to automatically convert their archived Stories into Reels clips.

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Reels updates

As you can see here, you’ll soon see a new ‘Create from Your Story Archive’ prompt in the Reels creation flow, which will then enable you to convert your Stories into Reels clips.

So it’s not exactly wholly automated Reels creation, as it’s just flipping your Stories clips into Reels as well. But it could provide another, simple way for users and brands to create Stories content, utilizing the video assets that they already have to link into the trend.

Worth noting that Meta also recently added a tool to convert your video assets into Reels within Creator Studio.

Meta’s also expanding access to its ‘Stars’ creator donations to Facebook Reels, which is now being opened up to all eligible creators.

Stars donations in Reels

Meta initially announced the coming expansion of Stars to Reels back in June, which will provide another critical monetization pathway for Reels creators. Short form video is not as directly monetizable as longer clips, where you can insert pre and mid-roll adds, so add-on elements like this are key to keeping creators posting, and fueling an ecosystem for such in its apps.

Stars on Reels will be available all creators that have maintained at least 1,000 followers over the last 60 days.

Meta’s also adding new Reels performance insights to Creator Studio, including Reach, Minutes Viewed, and Average Watch Time.

Reels updates

That’ll provide more perspective on what’s working, and what’s not, to help optimize your Reels approach – which could be especially valuable in the coming holiday push.

Lastly, Meta’s also expanding some Reels features that were previously only available in Instagram to Facebook as well.

Crossposting from Instagram to Facebook is now available to all Instagram users, while Meta’s also expanding its Remix option to Facebook Reels also.

Reels updates

As noted, Reels has become a key focus for Meta, as the short-form video trend continues to gain traction, and TikTok continues to rise as a potential competitor. By replicating TikTok’s main elements, Meta’s working to negate its key differentiation, which could ensure that more of its users don’t bother downloading a new app, and just stick with its platforms instead.’

Which, whether you agree with that approach or not, has proven effective. Reels content now makes up more than 20% of the time that people spend on Instagram, while video content, overall, makes up 50% of the time that people spend on Facebook.

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Meta additionally notes that it’s seen a more than 30% increase in engagement time with Reels across both Facebook and Instagram.

Meta doesn’t need to ‘beat’ TikTok as such (as much as it would like to), but it does need to dilute its significance if it can, and make it less appealing for users to have to start yet another new account, and re-build their friends list.

That’s why it’ll continue to replicate TikTok at every turn, because millions of people are currently not going to TikTok because of the presence of Reels in its apps.  

You can learn more about Meta’s new Reels updates here.

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