“New” Twitter, Snap To It, Social Soccer, And More In This Week’s Friday Download
November 10, 2017
By FTI Consulting
Well it’s official, 280 is the new 140. As you’ll have seen from the myriad thought pieces and glib tweets, on Tuesday Twitter doubled the character limit for almost all users.
As Aliza Rosen outlined in her blog on the topic, the move to 280 is driven in part by efforts to equalise between languages (less character-intensive scripts like Japanese, Korean, or Chinese will continue to operate on 140 as discussed in September). Additionally this development is supposed to allow greater space for nuance in debate (something with which Twitter has not traditionally been associated). While 140 remains our preferred length (brevity, soul, wit, etc.), the 280 certainly makes creating content less stressful (and for the pedants among us more grammatically tolerable).
Aside from JK Rowling’s acerbic critique, or NASA’s tweet thanking Twitter, we think the interesting point here is why Twitter is looking to make this change now. We wrote a few weeks back about the tweaks Twitter made around the platform’s edges in lieu of addressing its more fundamental bullying and harassment challenges, but ultimately this comes as an attempt to maintain market share against emerging platforms.
Twitter thinks we will tweet more now that our characters have a bit of breathing space; only time will tell. For the moment, however, our favourite coverage of the change comes from the NYT’s technology reporter Mike Isaac – an article written entirely in 280-character paragraphs.
Try as we might, we just can’t stop talking about Snapchat. Wednesday saw the shares of parent company Snap fall by 15% as it was revealed they missed some crucial yardsticks by some quick big numbers.
As ad revenues falter for the platform, and membership stalls outside of US Gen-Xers, Snapchat has called mea culpa and announced a platform redesign to help arrest the recent slide. There is speculation too that Tencent could bring their considerable gaming expertise to the table during the process. One needs only to look at a track record that includes transforming WeChat into a “social Swiss army knife”, and developing wildly successful games through a subsidiary Supercell.
When Spurs kick off against Arsenal at the Emirates in a week’s time, they will be joined by 60,000 fans. The reality, however, is that they are playing to an audience that numbers not in thousands, but hundreds of millions, and this is another battleground on which the clubs will compete.
Those in the coveted 18-34 age bracket now consume sport on mobile devices more frequently than on TV, and the prominence of “second screening” during sport means strong social audiences are crucial for clubs to maintain strong relationships with fans – or as advertisers might describe them, incredibly brand-loyal potential customers.
With Facebook and Amazon rumoured to be in the running for Premier League streaming rights in the near future, the value of the market – and therefore direct links to the audiences involved – will only get bigger. For the content creators or channel managers among you, it’s well worth following a few Premier League clubs: to create engaging and innovative content – in the kind of quick turnaround that live sport necessitates – is all very impressive.
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting LLP, its management, its subsidiaries, its affiliates, or its other professionals, members or employees.
FTI’s digital practice in EMEA operates as a centre of excellence for digital communications within the firm and is staffed by a team of practitioners with industry experience of consumer, corporate and financial communications. The team runs an active portfolio of multi-sector brands and partners with FTI’s teams and clients to provide a wide range of online reputation management services.