We’re nearly halfway through 2023 and so far, we have seen many updates come and change the way we use social media – both organically and paid. With Elon Musk taking over Twitter, there have been some updates that all social advertisers need to be aware of to ensure ad campaigns are up and running – and that results are maximised.
Here’s the latest:
Twitter is moving towards pay-to-win
As many already know, one of Musk’s big changes to the social media platform was removing legacy blue ticks from users accounts. In doing this, Musk caused backlash as some of Twitter’s loyal users saw this as yet another way to for fake accounts to provide false information. At the same time, Elon introduced Twitter Blue.
Twitter Blue is a subscription service that allows a user to pay $8 a month to have the blue tick appear next to their account. The subscription service gives the user access to some new features such as: edit tweet, be served 50% less ads, increased character limits on tweets to 10,000 rather than the usual 280 and new formatting options for tweets, such as being able to upload longer videos, and much more!
How does Twitter Blue impact advertising?
On Friday 21st April, some of those who advertise on Twitter may have been surprised to receive an email saying they can no longer advertise on Twitter without a verified checkmark. For most people, that means they need to sign-up to Twitter Blue or to be a Twitter Verified Organisation.
To become a Verified Organisation, a business account will need to pay for a $1,000 subscription fee per month. This enables organisations of all types to sign up and manage their verification and to affiliate and verify any related account, typically aimed at larger companies who will want multiple accounts/ambassadors verified. Each additional account added under this Verified Organisation will cost an additional $50 a month. Alternatively, if over $1,000 a month is spent on Twitter ad spend, then the account will automatically receive the gold tick that is linked to a Verified Organisation.
For most large companies, this update shouldn’t cause too many problems. However for the smaller, independent businesses it is likely to have some impact.
Why has this Twitter update taken place?
In the email sent to Twitter advertisers it stated: “This change aligns with Twitter’s broader verification strategy: to elevate the quality of content on Twitter and enhance your experience as a user and advertiser. This approach also supports our ongoing efforts to reduce fraudulent accounts and bots.”
Since taking over Twitter, Musk has been big on removing misinformation from the platform. Having these barriers to entry is most likely an attempt to filter out some of those accounts or advertisements that share said misinformation.
Upon paying for the subscription, the user will have access to all of the features regardless of the selected subscription that has been chosen. However, the blue or gold tick is a sign or verification. Twitter employees will check that each user and business that applies for these new features fits their criteria. If it doesn’t, then the user/business won’t receive the blue tick.
We are sure this won’t be the last update to Twitter for the year, so we’ll be staying tuned for more…
For more interesting articles from us check out these posts:
- The Ultimate Guide to Facebook Advertising
- How to Get the Most Out of your Targeting for Social Media Advertising
- Why Have My Social Media Ads Stopped Working?
At Prohibition, we work with a range of B2B and B2C brands across all sectors to create engaging social media marketing strategies that allow brands to stay up to date with the latest trends and updates. Get in contact today to find out how we could help you.
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