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Twitter’s recent announcement that Twitter Blue subscribers can now upload videos up to two hours long indicates a shift towards making video content a bigger focus on the platform. However, despite the extended video capabilities, only about 0.3% of Twitter users have subscribed to the $8 per month Twitter Blue package. Nonetheless, Twitter’s objective is to entice active users to pay for the service and start posting longer video clips.
Twitter Long-Form Content
The appointment of Linda Yaccarino, an NBCU executive, as the new CEO of Twitter further suggests that the company aims to expand its video content offerings. The introduction of Tucker Carlson’s Twitter show could be the first of many exclusive video content additions. Elon Musk, Twitter’s chief, has expressed his interest in competing with YouTube for video talent, and Yaccarino’s experience in building a subscription TV service (Peacock) may help Twitter achieve this goal.
Twitter’s challenge lies in providing incentives for creators to post exclusive content on the platform. Musk has discussed the possibility of establishing a revenue share program, which could attract more creators and viewers to the app while creating new advertising opportunities.
However, Twitter faces obstacles in attracting advertisers due to concerns surrounding Musk’s approach to “free speech” and the controversial content and users allowed on the platform. Since Musk took over, Twitter has lost around 50% of its top advertisers. Advertisers are wary of having their promotions appear alongside offensive material, and Twitter’s inclusion of Community Notes, allowing users to refute claims made in ads, has further deterred big spenders.
While building a video audience is important, the loss of advertisers poses a significant challenge for Twitter. However, if Twitter can demonstrate a large enough reach, advertisers may still be compelled to join the platform. Yaccarino’s expertise in this area could potentially shift Twitter’s direction in favor of advertisers, a likely motive behind her appointment.
In summary, Twitter’s focus on longer video uploads indicates a push toward video content. However, the platform must overcome challenges such as attracting creators, resolving advertiser concerns, and leveraging Yaccarino’s experience to shape a more favorable direction for the company.
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