BLUE CHECKMAGEDDON! WHAT’S NEXT FOR TWITTER?
A weird week of explosions, of all varieties, sadly. Twitter felt the biggest as the platform became significantly less safe due to legacy verified account check marks being deleted. While this might not sound like a big deal, it is, for a few reasons. Primarily, verification that enables distinguishing between a troll and a country leader isn’t just a smart move, it’s a necessary one when you have people relying on others for the official word (politicians/celebrities) and to know that what you are reading has rigour (news outlets).
The moves being made at Twitter seem to push towards creating a user base for a future app that is being formed behind closed doors which utilises AI (remember Musk just announced X.AI). Elon has mentioned the desire to make Twitter a superapp similar to WeChat previously, and if this is the case, the team will need to work on brand trust, love and, above all else, creating a need/desire for people to part with credit card details. There is a distinct whiff of ‘sunk cost fallacy’ hanging heavy in the air for millions of users who have been on the platform for years and built loyal followings, and in many instances, businesses. When, or even if, this will end is anyone’s guess right now.
None of the recent moves makes the platform safer, more interesting or stickier - in most cases, the opposite. Users aren’t happy , some have taken to promoting #blocktheblue and are asking users to block people who use Twitter Blue. The reality and result of the last 12 months of turmoil is the financial destabilisation and destruction of a financially stable platform that many believed ought to be more profitable. The future of Twitter is anything but certain at this stage, which isn’t helping draw advertisers to the platform, so Twitter is having to employ forceful tactics. Expect to see more of these over the coming months so people see the value of paying $8 a month.
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__ DO __ Check before you RT moving forward; that account might not be who you think it is. // __ DON’T __ Stop using Twitter; it’s an incredibly useful, imperfect, tool and ceasing usage likely disadvantages you. Instead, up your use of lists, communities, and curate who you follow so the ‘Following’ tab is as richer a signal as possible. Equally, if the value has gone, cost/benefit analysis will help you spend your time where it gets the most value for you.
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