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Twitter’s Working on Collaborative Tweets to Facilitate New Opportunities for Creators

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Twitter Looks to Extend its Keyword Blocking and Mute Options to More Elements


Would it be beneficial to be able to partner with other users on a tweet?

It seems like there’s probably not enough to share within 280 characters to need a co-author – but then again, as Twitter looks to maximize its creator revenue opportunities, co-authored tweets would also enable more brand/influencer partnerships, and facilitate new, creative opportunities in the app.

Whatever the logic may be, it is certainly in the works, with Twitter confirming to SMT that it’s currently exploring collaborative tweet creation.

As you can see in these examples, posted by app researcher Alessandro Paluzzi, Twitter’s new collaborative tweets option, as it currently stands (in testing), would add a new ‘collaboration’ icon in the composer, which, when used, would enable you to include two authors on a single tweet.

A more recent iteration of that test would also incorporate multiple profile images:

Twitter collaborative tweets

While another would place the collaborator profile detail at the bottom of the tweet:

Twitter collaborative tweets

The collaboration process would essentially require you to compose your tweet, then send a request to another profile to collaborate. The account that you collaborate with would need to be public, and would also have to follow you back.

Once the collaborator accepts your partnership proposal, the tweet can then be published, providing another way to share in the app, and as noted, another potential avenue for commercial partnerships and promotions, that could help amplify your tweet to followers of both accounts.

It’s still in early testing, and Twitter says that it doesn’t have anything more to share at this stage. But it is something that it’s investigating – and while it wouldn’t be a game-changer for the app, it could have a range of uses and applications, which could, again, open new doors in various ways.

Really, it’s much like the collaboration tools available on Facebook and Instagram, with users able to partner-up to ensure transparency on branded content deals.

Instagram Branded Content tags

That seems to be the key focus here, incorporating new ways for brands to partner with platform stars for promotions, and enabling greater combined exposure for each collaborative tweet.

Which, again, aligns with Twitter’s broader push to add in more business tools, including Professional Profiles, in-stream product displays, on-profile shops and more.

If Twitter can provide more ways for creators to make more money in the app – via tips, Super Follows, awards, etc. – that, ideally, will keep more of its top creators posting more often, and in this sense, collaborative tweets is another tool to help maximize exposure and engagement, and facilitate new opportunity.

Twitter could also view it as a TikTok-like ‘Duet’ option, which would facilitate more collaboration and iteration on existing tweets.

It’s not here yet, but it looks like it is indeed coming, which could provide a range of new considerations for your tweet strategy.





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Pinterest Focuses on Travel Inspiration and Education for Black History Month

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Pinterest Focuses on Travel Inspiration and Education for Black History Month

Pinterest is taking a unique approach to Black History Month, with a new ‘Find Your Routes’ Black Travel Hub initiative, which aims to highlight places that have strong connections to Black history, while also showcasing Black-owned businesses.

As explained by Pinterest:

“Find Your Routes” is inspired by The Negro Motorist Green Book aka “The Green Book”. The Green Book was a guidebook for Black travelers during the Jim Crow era that provided a list of accessible hotels, boarding houses, taverns, restaurants, service stations and other establishments throughout the country that served Black Americans patrons.”

The Black Travel Hub, which you can find here, will present a range of travel options, along with their history, with creators from the US, Colombia, Jamaica, Brazil and more, all taking part in presenting their city.

It could be a good way to provide education alongside inspiration in the app, while also helping people to connect, and support highlighted communities.

Pinterest will also be showcasing Black-owned businesses on Pinterest TV, while internally, it’s also hosting a company-wide event ‘to help employees gain knowledge about the history, present, and future of Black travel through the lens of Black Pinployees’.

As noted, it could be a good way to both spark important conversations, and inspire new travel journeys, which include an extra level of cultural understanding and education, along with a leisure break.

It’s an interesting take on the celebration either way, and it’ll be worth noting what sort of reaction the initiative gets, and whether it inspires more travel as a result.

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Snap Tumbles On Weak Revenue, Gloomy Outlook

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Snap Tumbles On Weak Revenue, Gloomy Outlook

Snap shares plunged after missing analyst expectations in Q4, while forecasting a year-over-year revenue decline.

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Snapchat Adds 12 Million Users in Q4, Posts Lower Than Expected Revenue Result

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Snapchat Adds 12 Million Users in Q4, Posts Lower Than Expected Revenue Result

Snapchat added 12 million more active users in Q4 2022, and Snapchat+ subscriptions continue to rise, but company revenue missed market estimates, in another mixed result for the private social app.

First off, on users – as noted, Snap added 12 million more actives, taking it to 375 million DAU.

As you can see, North American user growth is still flat, while European users saw a slight uptick. But it’s the ‘Rest of the World’, specifically India, which is driving Snap growth.

Which is helping to boost the overall usage numbers, and expand opportunity. But on the revenue side, it’s not pushing things forward in a significant way.

Snap Q4 2022

As you can see in this chart, Snapchat’s revenue has increased, but a key problem here is that it’s still reliant on the US and Canada for the majority of that spend, with other markets trailing well behind on the revenue front.

Snap Q4 2022

In this chart, you can see that Snap’s Revenue Per User has actually declined year-on-year – so while it is growing, it’s not bringing in revenue at equivalent scale, and it’s even going backwards in some respects.

Which is why its stagnant growth in North America is a problem – though Snap has also seen take-up of its Snapchat+ subscription service increase.

“In Q4, our subscription service Snapchat+ reached over 2.0 million paying subscribers. Snapchat+ offers exclusive, experimental, and pre-release features, and in Q4 we launched new features such as Custom Story Expiration and Custom Notification Sounds, providing subscribers with over 12 exclusive features.”

That’s a handy additional revenue stream, but as with all social media subscription services (including Twitter Blue), take-up is generally limited, and at 2 million subscribers, that’s still only 0.5% of Snapchat’s active user base that’s been willing to pay extra for these add-on elements.

Snap has also faced challenges in rebuilding its ad business, in the wake of Apple’s iOS 14 update, which has impacted data collection, and Snap CEO Evan Spiegel says they still have some way to go on this yet:

“We continue to face significant headwinds as we look to accelerate revenue growth, and we are making progress driving improved return on investment for advertisers and innovating to deepen the engagement of our community.”

Snap has seen improvement in its commerce integrations, which includes digital items for Bitmoji avatars which Snap is eventually looking to translate into real-world item sales as well. Snap also says that it’s facilitated over than 161 million product trials by over 35 million Snapchatters for Walmart, leveraging its Catalog-Powered Shopping Lenses at-scale.

Snapchat AR shopping

Those point to bigger opportunities, but right now, amid the broader economic downturn, and restrictions on data collection and targeting, Snapchat is in a tough spot, and will be for some time yet.

Essentially, then, you’re banking on Snap’s future, and its advanced tools that could help it better align with expanded AR and VR use. And Snap is seemingly in a good position on this front – though again, the impacts of the last year, which also forced Snap into lay-offs, will also have some effect.

Really, then, the results here are relative to your perspective.

For advertisers, more Snap users means more potential reach – but most of Snap’s growth is coming from outside the US. More advanced AR activations could become a bigger deal in future, but it depends on how you’re looking to connect, and product fit.

Investors won’t be overly happy with the numbers, but there are positive signs on the horizon. It’s just that the horizon, in this respect, remains well in the distance at this stage.

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