Social Media Marketing – Say More On Twitter
The moment has finally come where Twitter users can share their irritation with the 140 character limit in more detail, now that Twitter has officially confirmed that they have lengthened the character limit to 280 per Tweet!
The social networking platform, which was launched in 2006, grew swiftly to become one of the most prominent social media sites across the world, however recent slumps in growth induced the social media giant to make some modifications. Twitter distinguishes itself from other social media networks with its ‘microblogging’ feature, which is significantly different to equivalent social media platforms like Facebook and Google Plus. Twitter has just over 330 million users that send approximately 6,000 Tweets per second.
Despite the 140 character limit that strongly defined the social networking service, Twitter published on November 7 that they want every person all over the world to ‘easily’ express themselves on Twitter. After carrying out a series of tests over the past couple of months, Twitter determined that they wanted to widen the character limit, but only where required. Countries like China, South Korea, and Japan will remain at the 140 character limit, purely because there’s no need for an increase, as sending messages in these languages can be represented in a short amount of characters. Languages like English meanwhile, encounter crammed Tweets with 9% of English Tweets hitting the preceding 140 character limit.
So, why the change?
After conducting a number of tests to certain users, Twitter acquired valuable results and conceived the 240 character limit would be favourable for most users. Considering that 9% of English users were hitting the 140 character limit, many would need to spend time cropping their Tweets to make sure they didn’t have to send several messages. Furthermore, users would now have the ability to conveniently fit their opinions into a single Tweet, so they could say what was on their mind and send them quicker than before.
The question is, what effect will this have for online marketers and SEO professionals? Here are a few alterations that they can expect to see.
Since Twitter widened the character limit, users have experienced a higher level of responses which resulted in more followers. Visibly, this has been a step in the right direction, as there has been a reported higher satisfaction rate from content producers coupled with more Likes, Retweets, and Mentions.
Improved user experience for followers.
The widened character limit means that users will have reduced threads of conversations, given that they can fit more material into a single message. Users with long threads of conversations noted that it can sometimes be difficult to follow and respond to. Furthermore, brands are loving the longer Tweets as it allows them to fit more intricate information into a single Tweet which generates higher engagement rates.
Increases customer communication
With the surge of enterprises using social media as a channel to resolve customer service issues, customers can now convey a problem in more detail on Twitter which is worthwhile for both the customer and the business, as communication is considerably improved. Previously, many users would have chosen other social media sites like Facebook to report customer service issues simply because the character limit was too restricting.
Longer Tweets means that firms can enhance the creativity of their communication with their target market through storytelling, Q&A’s, and more engaging Twitter Chats. Companies would normally have to use other social media platforms if they planned to get creative, however brands can now successfully use longer text to their advantage by interacting with their audience on a more personal level.
While some users have claimed that the increase in character limit by Twitter makes them more comparable to other social media platforms, the clear majority of users seem to be very happy with their latest update. Nothing is permanent in social media, as making changes to stay on top of changing user behaviour is crucial for survival. For the time being though, both users and marketing specialists appear to have emerged the winner!
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