Twitter, Snapchat swap iconic features for engagement

The social media companies continue to adapt in the search for larger audiences and greater ad revenue. Here’s how media marketers can go with the new flow.

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In a quest for more users, Twitter and Snapchat are undergoing major changes.

Let’s start with Twitter: After a period of beta testing, Twitter has doubled its signature 140-character limit to 280 for most languages.

The move is intended to bring more users to the platform and drive engagement with advertiser content. However, the added length has its detractors.

TechCrunch wrote:

The decision was met with a fair amount of controversy, given that one of Twitter’s defining characteristics is the brevity of users’ posts.

Many argued that the increase to 280 characters would make Twitter less readable, as longer tweets filled their timelines.

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