Twitter’s rolling out a new subscriber-only element to help creators build their in-app communities, with Super Follower only Spaces now available to selected creators that offer subscriptions.
As explained by Twitter:
“Now with Super Follows-only Spaces, creators can offer an extra layer of conversation to their biggest supporters beyond Tweets by engaging them through live audio.
As you can see in the above screenshots, the new Super Followers only Spaces will have a different color palette for the Spaces link, with a note at the top that it’s a ‘Super Followers only’ broadcast.
Those who aren’t paying subscribers will still be able to see these broadcasts when shared, but they’ll need to sign on as a Super Follower to get access.
That could be a good way to help build your subscriber base, by offering exclusive Spaces that others can see the preview for, and also see who else is tuning in, which may act as a strong enticement for them to also sign up.
Super Follows, overall, remains minor element, as Twitter continues to experiment with creator monetization features, with a view to giving top creators more reason to make the app a bigger focus.
Twitter hasn’t released any official stats on Super Follower usage, but in its most recent earnings report, the company noted that it brought in $94 million from subscription and other revenue (including data licensing) in the period, which is a decrease of 31% year-over-year.
Given that Super Follows was launched in September, that would suggest that interest, thus far, has been very low – though at the same time, not many people can actually activate the option as yet.
Users that do have Super Follows available can set a monthly subscription cost of between $2.99 and $9.99 a month, with Twitter taking a small percentage of each transaction.
Part of the problem with Super Follows, however, is that there’s not a heap of reason for people to pay, as they’ve been able to access people’s tweets for free forever. So why would they start paying for them now?
The process does enable creators to share exclusive tweets with their paying subscribers, and there are other ways to offer members-only elements. But in general, Super Follow goes against the nature of the platform, which has always been about more open, public conversation.
That perceptual shift is likely a key impediment for broader Super Follows adoption, which also relies on creators to come up with detailed strategies as to what they’re going to offer to their paying audience.
For many, that’s more difficult than it sounds. And while some users might like to think that people will just pay to read their tweets – because they like them and what they share in the app already – the reality, evidently, is that they won’t, unless there are some really enticing add-on elements to motivate that spend.
Which is where Super Follower Spaces could come into play, and it could end up being a good, simple lure to help creators maximize their subscribers in the app.
It’s a fairly low cost, low commitment content add-on. And if you have followers that are highly engaged in what you have to say already, airing an exclusive audio show could be the thing that makes them more comfortable about parting with their hard-earned cash.
We’ll find out – Twitter says the option is being rolled out to all Super Follower creators from this week.
Super Follows is still in testing with select creators in the US on iOS. Subscribers globally on iOS and Android will be able to join and request to speak in these Super Follows-only Spaces, while subscribers on web will be able to join and listen, but not speak in these broadcasts.
TikTok Rolls Out Comment Downvotes to All Users
After testing them out in the live environment over the last six months, TikTok has today announced that it’s rolling out comment downvotes for all users, as a means to flag inappropriate responses to video clips.
As you can see in this example, TikTok’s ‘Thumbs Down’ comment downvote option will be displayed at the far right of each comment, providing a quick and easy way for users to tag such, in order to help TikTok identify negative behaviors in the app.
Which is the key focus – rather than being an audience response element, like downvotes on Reddit, TikTok’s approach is actually to use the indicator as a means to weed out negative behaviors.
As TikTok explained back in April:
“We’ve started testing a way to let individuals identify comments they believe to be irrelevant or inappropriate. This community feedback will add to the range of factors we already use to help keep the comment section consistently relevant and a place for genuine engagement. To avoid creating ill-feeling between community members or demoralize creators, only the person who registered a dislike on a comment will be able to see that they have done so.”
So dislike counts won’t be public, as they are on Reddit, with the purpose, again, being to help TikTok’s moderation team get on top of negative trends, as flagged by its users.
How it will likely work in this respect is that downvoted comments will be displayed to TikTok mods in ascending order, based on total downvote activity across the app, which will then enable them to them wade through the list and pick up on rising negative trends, providing another way to detect and address such in their process.
That could also help to limit the use of the feature for ‘brigading,’ or using it as a means to launch targeted attacks on people or opinions based on alternative motivations. You can imagine how, for example, people might try to use this feature as a means to downvote conflicting political opinions into oblivion, but as the downvotes themselves don’t impact public display, and are only an indicator for TikTok’s moderation team, that’s less likely to become an issue.
Which would be part of the reason why TikTok’s comfortable pushing ahead with a full launch – and it may well be a good way to help keep things more civil, and more positive in the app.
TikTok actually first began its comment downvote experiment back in 2020, with some researchers spotting the feature in early testing.
Both Facebook and Twitter have also been experimenting with comment downvotes for similar purpose, not as a means to better surface or hide user responses, but to help identify negative behaviors based on what users think is bad, which effectively then helps to improve automated algorithms to detect such in future.
Which could be a better use of the option – though it is worth noting that Reddit’s public downvote system does help the platform highlight more relevant conversations and topics, based on actual responses from humans, as opposed to algorithmically identified trends that are guided by clicks, Likes, dwell time, shares, etc.
The problem with algorithmic trends is that divisive, negative content is amplified via this process, because sparking an emotional response, like anger, drives more people to comment and share. The algorithm then takes as an indicator that more people might want to see it, based on engagement response. The system itself has no way of determining the intent of the content, it only goes on binary signals – which means that triggering more reactions, however you can, is the best way to maximize exposure.
That doesn’t happen on Reddit, because such posts are rapidly downvoted into the doldrums of the app.
Giving actual people the chance to drive exposure in this respect may be a more beneficial approach overall, but the bigger players will never go with it because it also makes users less likely to comment, likely because they’re also concerned about their own remarks being downvoted to the pit.
Previous analysis has suggested that more than 98% of Reddit’s monthly active users don’t ever post or comment in the app, which is likely a key consideration that would limit take-up of such in other apps.
So they go with automated algorithms instead, which also then enables them to wash their hands of any responsibility for whatever type of content gains traction and doesn’t across their networks.
Negative content drives more engagement, and thus, more reach in their apps? ‘We don’t know, it’s based on how users respond, factoring in all forms of engagement, so we’re not responsible for whatever that leads to’.
It does seem that a human-moderated process, via public downvotes, could improve the flow of information in this respect. But the impacts on engagement could also be significant.
In any event, TikTok’s comment downvotes are not designed to help guide the conversation, and could be a valuable supplementary measure to detect rising negative trends.
TikTok says that comment downvotes are being released globally in the app from today.
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