Twitter Doubles Up Characters: Why This Feature Could Impact Your Business

Anne-Sophie Pereira De Sa, Senior Customer Success Manager

Twitter recently announced that it is testing the possibility to write longer tweets, up to 280 characters instead of 140 currently. Let’s summarize the announcement and why businesses should pay attention to this new feature.

Jack Dorsey, CEO of Twitter himself announced the change:

WHY THIS MOVE?

The limit of 140 characters is a strong limitation for some languages and not others.

For instance, Japanese, Chinese or Korean language characters can convey more information, which means a need for less characters overall.

The same tweet in different languages.  (link)

Lucky you if you have never experienced it. Twitter did its homework and their “research shows us that the character limit is a major cause of frustration for people Tweeting in English, but it is not for those Tweeting in Japanese”. (link)

 

 Will this generate a more satisfying experience and lead to increase of adoption? That is what Twitter is hoping: “when people don’t have to cram their thoughts into 140 characters and actually have some to spare, we see more people Tweeting – which is awesome!” (link)

WHY IT MAY MATTER TO YOUR BUSINESS?

 The test only concerns 1% of users for now. Yet, if you are connecting today and still see the 140 characters countdown, do not be sad: links and articles about different hacks and tips are flourishing. Also, there is always the possibility to create long threads by replying to oneself, so that the tweets appear in a series.

 Yet, it will be interesting to see if, in the long run, this native feature will have an impact on publishing, engagement and overall growth in the Twitter community; especially in countries where Twitter is not a trend, such as Germany where Twitter is far behind in the top social networks…

Source: eMarketer

… but the announcement generated curiosity. It may be too soon to check adoption levels, but it is definitely something worth monitoring.

Top 5 countries where the announcement made more coverage on the first 24 hours after the announcement (Sysomos Search).

HAVE BRANDS STARTED USING LONG TWEETS?

 Yes, the happy few – and the less fortunate too – were keen on showing creativity.

Here are some of our favorite brand tweets so far.

Burger King, imagining a bright future.

The sass is high with MoonPie.

#badidea Twitter.