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Twitter Launches Super Follower Only Spaces as it Builds on its Creator Monetization Options

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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.

Super Follower Spaces

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.

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Snap making changes to direct response advertising business

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Snap making changes to direct response advertising business

The company posted a net loss of $288.5 million, or 18 cents a share, including $34 million in charges from its workforce restructuring. That compared to a profit of $23 million, or one cent, a year earlier.

Snap ended the fourth quarter with 375 million daily users, a 17% increase. In the first three months of the year, the company estimates 382 million to 384 million people will use its platform daily.

Snap has become a bellwether for other digital advertising companies. Last year, it was the first to raise concerns about the slowdown in marketer spending online and to fire a significant number of employees—20% of its workforce—to cut costs in the face of falling revenue.

The company has spent the last two quarters refocusing the organization, cutting projects that don’t contribute to user and revenue growth.

In the first quarter, Snap expects the environment to “remain challenging as we expect the headwinds we have faced over the past year to persist.”

Investors will get additional information about the state of the digital ad market when Meta and Alphabet report earnings later this week.

—Bloomberg News

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Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

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Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

After reinstating thousands of previously suspended accounts, as part of new chief Elon Musk’s ‘amnesty’ initiative, Twitter has now outlined how it will be enforcing its rules from now on, which includes less restrictive measures for some violations.

As explained by Twitter:

“We have been proactively reinstating previously suspended accounts […] We did not reinstate accounts that engaged in illegal activity, threats of harm or violence, large-scale spam and platform manipulation, or when there was no recent appeal to have the account reinstated. Going forward, we will take less severe actions, such as limiting the reach of policy-violating Tweets or asking you to remove Tweets before you can continue using your account.”

This is in line with Musk’s previously stated ‘freedom of speech, not freedom of reach’ approach, which will see Twitter leaning more towards leaving content active in the app, but reducing its impact algorithmically, if it breaks any rules.

Which means a lot of tweets that would have previously been deemed violative will now remain in the app, and while Musk notes that no ads will be displayed against such content, that could be difficult to enforce, given the way the tweet timeline functions.

But it does align with Musk’s free speech approach, and reduces the onus on Twitter, to some degree, in moderating speech. It will still need to assess each instance, case-by-case, but users themselves will be less aware of penalties – though Musk has also flagged adding more notifications and explainers to outline any reach penalties as well.

“Account suspension will be reserved for severe or ongoing, repeat violations of our policies. Severe violations include but are not limited to: engaging in illegal content or activity, inciting or threatening violence or harm, privacy violations, platform manipulation or spam, and engaging in targeted harassment of our users.

Which still means that a lot of content that these users had been suspended for previously would still result in suspension now, and it leaves a lot up to Twitter management in allocating severity of impact in certain actions.

How do you definitively measure threats of violence or harm, for example? Former President Donald Trump was sanctioned under this policy, but many, including Musk, were critical of Twitter’s decision to do so, given that Trump is an elected representative.

In other nations, too, Twitter has been pressured to remove tweets under these policies, and it’ll be interesting to see how Twitter 2.0 handles such, given its stated more lax approach to moderation, despite its rules remaining largely the same.

Already, questions have been raised on this front – Twitter recently removed links to a BBC documentary that’s critical of the Indian Government, at the request of India’s PM. Twitter hasn’t offered any official explanation for the action, but with Musk also working with the Indian Government to secure partnerships for his other business, Tesla, questions have been raised as to how he will manage both impacts concurrently.

In essence, Twitter’s approach has changed when it chooses to do so, but the rules, as such, will effectively be governed by Musk himself. And as we’ve already seen, he will make drastic rules changes based on personal agendas and experience.

Twitter says that, starting February 1st, any previously suspended users will be able to appeal their suspension, and be evaluated under its new criteria for reinstatement.

It’s also targeting February for a launch of its new account penalties notifications.



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4 new social media features you need to know about this week

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New social media features to know this week


Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.

LinkedIn

Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.

Instagram

After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.

 

 

First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.

Twitter

In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.

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