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Twitter is Reportedly Working on a New Set of Paid Tweet Options Under a Monthly Subscription Model

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What additional Twitter features would you pay for to enhance your in-app experience?

Last July, Twitter sent out a survey to some users which posed this exact question, along with a range of potential paid tools that it may look to offer, and since then, the platform has been developing its new set of subscriber options in alignment with those responses.

Which may soon lead to the next stage – according to a new finding by app researcher Jane Manchun Wong, Twitter will soon look to launch ‘Twitter Blue‘, which will enable users to pay a fee of $2.99 per month to access a range of these next-level Twitter functions.

Twitter Blue

As you can see in this screenshot, shared by Wong, Twitter Blue would provide access to new tools like Collections for Bookmarks, which would enable users to categorize their saved tweets into topic folders, while Wong also notes that it would give users access to an ‘undo tweets‘ option that would let users retract their tweets within a certain period after posting.

Which is not exactly tweet editing, but would provide an extra option to re-check and correct tweet errors.

Would that be worth $3 a month?

It may not be the only option – Wong additionally notes that: 

“Twitter is also working on tiered subscription pricing model, with one tier having more paid features than the other For example, users on higher-priced tiers could enjoy premium experiences, such as clutter-free news reading experience (Twitter acquired Scroll recently).”

Scroll, which Twitter acquired earlier this month, provides a service which enables users to pay a single subcription fee to Scroll which is then applied to each individual article that they read from partner sites, enabling users to avoid paywalls, and remove in-content ads, without having to subscribe to every publication individually. Scroll then passes on the relevant fees from your Scroll subscription to the relevant websites based on your activity.

Wong’s prediction is that this would be incorporated into another tier – let’s say ‘Twitter Red’ or ‘Twitter Green’ for example – with each providing a different level of access to these add-on features.

So what other kinds of features could be on offer to lure these new tweet subscriptions?

As noted, in July last year, Twitter sent out a survey calling for user feedback on potential subscription options.

Those possible add-ons included:

  • Undo send – An option to recall your sent tweets within a 30-second window
  • Custom color options – New ways to customize your Twitter profile presentation
  • Advanced video publishing tools – The capacity to publish significantly longer videos in your tweets
  • Profile badges – A profile badge that links back to your business/employer
  • Auto replies – The capacity to add auto-response options to use in your tweet replies
  • Social listening – More insights into your tweet engagement and discussion around your Twitter handle
  • Brand surveys – An option to run surveys about your Twitter ads to get more feedback
  • Custom stickers and hashtags – The capability to create custom stickers and ‘hashflag’ emoji-linked hashtags
  • Job ads – Optional job ad listings
  • Administrator role management – New options to define how staff/contractors can control Twitter your account
  • Insights into other accounts – More analytics options, including the capacity to see all your past reactions with any account
  • Education resources – Access to more Twitter training courses and tools

So going on this, it seems like maybe an alternative ‘Twitter Red’ subscriber tier could be focused on professional usage, with more tools to help social media marketers better manage their tweet activity, including additional insights into performance, and new customer feedback tools.

Which could be worth the additional investment, while charging for on-profile badges, or maybe even business account tools, could be another element under consideration.

Twitter shared a preview of its in-development profile badges and tools for businesses recently, as it sought further feedback from potential brand users on what it should be focusing on.

Twitter business profiles

That could also include new, variable display options on business profiles for products, apps, etc.

Twitter business profiles

Which is interesting, and would add a range of new considerations for your tweet connection and promotion options, while Twitter is also developing new on-platform eCommerce tools, which could add another valuable tool into the mix.

But what if these tools weren’t made available for free? What if Twitter did eventually make these available, but if a business wanted to use them, they’d have to pay, say, $5 per month for ‘Twitter Red’ (or whatever color it may be) membership?

Would you pay?

Even if you wouldn’t, I’m guessing that at least some percentage of business users would, and with Twitter also re-opening profile verification, likely next week, all the elements appear to align.

So while, at first blush, many will instinctively balk at the idea of paying for these new Twitter features, and mock the suggestion that anyone would give Twitter money for such, it could actually end up being a big winner for the platform.

Imagine the millions of businesses that are active on Twitter right now. Twitter doesn’t currently offer business profiles, so we can only guess at this figure, but as a comparison, more than 200 million businesses are currently active on Facebook.

Let’s say that half of those brands are also active on Twitter (100m), and that maybe 20% of them might pay an extra $5 per month for these new business add-on tools. That would lead to $100 million more per month coming into Twitter’s coffers, or $300m per quarter. That would equate to a 33% increase in Twitter’s revenue rate, in a single stroke.

This doesn’t seem so out of the question – so while it’s possible that Twitter Blue, for individual users, may not become a massive hit, maybe it wouldn’t need to. Maybe, the bigger element is the expanded business tools, and the additional offerings that Twitter could build into its tiered subscriber options.

Yet, even within that consideration, some people are going to pay $3 for a few extra Twitter tools – and even if only 1% of Twitter’s current userbase signs on for such, that would still be an extra $6 million per month (+$18m per quarter) for the company.

Yes, it may seem like a stretch to expect people to pay for a couple of extra tweet features, but you may also be missing the bigger picture. We don’t have enough to go on at this stage, and Twitter’s keeping quiet for now. But the full scope of this launch may be far more significant, and valuable, than we can currently see.

We’ll keep you updated on any progress. 

Socialmediatoday.com

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Social Responsibility And Ethics In Influencer Marketing

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Social Responsibility And Ethics In Influencer Marketing

Chief Growth Officer (CGO) at HypeFactory, a global influencer marketing agency.

It’s no secret that influencer marketing popularity has skyrocketed over the past couple of years, and partnering with influencers isn’t a new concept. Just over the past year, the industry was valued at $16.4 billion and still keeps growing, with a whopping revenue forecast of $143.10 billion in 2030.

Since the beginning of influencer marketing, people have talked about how influencers and social responsibility fit together. It stands to reason that influential people would use their large fan bases to help others. However, when influencers and businesses collaborate, they each have specific responsibilities to the communities in which they operate.

Sponsorship Transparency And Gender Stereotypes

One of the most critical skills for an influencer is honesty. Influencers base their marketing strategy on being genuine and sharing personal tales and thoughts with their target audience. They are not celebrities living in a bubble of fame that very few of their followers will ever reach; instead, they live lifestyles that are reachable and use items that their viewers would find helpful. This approach has significantly contributed to their immense level of success.

However, many influencers don’t play by the rules, especially when it comes to impressing brands they’ve made deals with, even though transparency is essential to the sustainability of an influencer’s career. Because of this, many people would think that the most important ethical issue in influencer marketing is sponsorship disclosure.

The United States Federal Trade Commission (FTC) and the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) in the United Kingdom have all put out rules about how influencers should be honest in their posts and about their relationships with brands. If you disobey the regulations, you risk facing penalties, fines and legal bills. You also risk losing the trust of your customers for good.

Moreover, when doing influencer marketing, it’s essential to consider gender stereotypes and how people usually think men and women will act in different situations. The Committee on Advertising Practice (CAP) has said that since June 2019, marketing materials could no longer show men and women in ways that are based on stereotypes. These rules state that ads “must not use gender stereotypes that are likely to hurt or offend a large number of people.” Great campaigns, like Nike’s “Dream Crazier,” have challenged gender preconceptions.

Improving Influencer Marketing’s Reliability And Authenticity

Authenticity is essential in influencer marketing. People listen to influencers who are honest and relatable. In addition to the moral problems I mentioned above, brands and influencers must also follow FTC rules, community guidelines and terms of service on social media platforms.

Based on my experience as a chief growth officer at a global influencer marketing agency, here are some things brands must consider for influencer partnerships that are authentic and reliable.

Outline—and stick to—the ethical principles that your brand stands for.

Before you can begin your search for the ideal influencers, you must first understand the core principles of representing your business. Most businesses start by determining their values and ethics early on. They then use these to build their brand identity. It’s up to each company’s brand to decide where they will draw the line and how they will show their core values on social media.

However, consumers place a high value on consistent honesty. Customers are likely to call out your company for being hypocritical if it says it wants to fight racism but then partners with an influencer who has a history of making small slights against people of color. Or if your company promotes equal pay yet pays female influencers less than it does male influencers, contributing to the continuation of the pay gap between male and female influencers.

As a result, you will likely lose the trust of these customers.

Collaborate with real influencers.

One of the most effective ways to stick to influencer marketing principles is by collaborating with real-life influencers. Choosing the right influencers is crucial for building consumer confidence in your product.

Determine which influencers are authentic and have credibility with your intended audience. Specifically, it would be best to look at how many people engage with their content and how good it is. Even though engagement numbers are essential, they only tell part of the story about an influencer’s reliability. Please pay close attention to their writing style, the brands they’ve worked with, the accuracy of their reviews, etc.

Develop a long-term partnership.

When you’ve found a group of genuine, influential people with whom you can collaborate successfully, it’s crucial to keep in touch with them over time. Even if they are paid to review a product, genuine influencers always give honest opinions. Because they follow all the rules, the spectator can have more faith in them.

Consequently, after a shortlist of influencers has been compiled, you should perform authenticity checks. Check their content feed for branded articles. Make sure that any disclaimers you find adhere to the first point’s disclosure guidelines. Consistently partnering with the same influencers demonstrates to customers that you value their brand’s success just as much as they do, which can increase consumer confidence in your business.

Slutsats

Authenticity serves as the cornerstone of the influencer marketing strategy. Influencers earn the trust of their followers and become successful when they always provide high-quality, authentic, relatable content.

In addition to the concerns over the morality of influencer marketing, brands and influencers must follow the criteria established by the FTC and the community guidelines and terms of service based on social media platforms. You can shield your brand from potential ethical and legal difficulties and still enjoy success with influencer marketing if you are aware of the expectations and follow certain best practices.


Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

Looking to give your social profiles a visual refresh for the new year?

This could help – the team from Giraffe Social Media recently put together an overview of the whys and hows of building your brand via your social profile visuals.

There are some good notes here – a key consideration is consistency, which ensures that you’re building your brand with every post and update.

Check out the full infographic below.

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

Publicis Groupe-owned performance marketing agency CJ, which specializes in affiliate marketing, has acquired Perlu, a Syracuse, New York-based influencer networking and technology platform.
Perlu’s platform enables companies to activate, network, and collaborate with a community of influencers.   

Perlu will initially retain its name and organization as it is
integrated …



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