With Twitter Blue, Twitter is launching its first premium version, which provides additional functions that are not available with “normal” Twitter use. The fee-based variant Twitter Blue leaves one area untouched, which is usually linked to premium offers: the use of a service without advertising. This is not the case with Twitter Blue.
Advantages for Twitter Blue subscribers: Inside
Anyone who opts for a Twitter Blue subscription in Canada or Australia (these are the first two test markets) will receive various functions that were developed exclusively for Twitter Blue.
Before we go into detail about the features , more would certainly have been possible. Especially when it is communicated by Twitter that the functions are based on feedback from the Twitter community. Um, edit tweets? Hello!
Improved Twitter Bookmarks: Folder for saved tweets
I use the bookmark function on Twitter regularly and clearly more intense than on Instagram and Facebook, for example. While the Facebook Family of Apps has long offered folders for saved content, this is a premium feature on Twitter. Certainly helpful, but why is it a premium feature when other networks offer it for free? YouTube, for example, has been for years.
Undo Tweets: Preview tweets before displaying them
That is probably the courtesy of Twitter if you do not want to publish the editing function for tweets. With Twitter Blue there is the option to preview the tweet for a maximum of 30 seconds. If you find a mistake, you can still correct it. But why only for 30 seconds? It is not the case that you can look at tweets in the publisher before publishing them and correct errors here as well. Here you have to see how helpful the feature is in the daily use of Twitter. But I think you could have gone a step further and offered a complete editing function. Friendly reminder: This is also free on Facebook and Instagram.
New reading mode for Twitter threads
Twitter threads are enjoying increasing popularity and are given their own reading mode on Twitter Blue mode. This should make the Twitter threads easier to read. Helpful and a nice addition, but nothing more.
There will also be their own app icons and this is again important depending on the person, access to special support for Twitter Blue Subscribers: Inside.
Twitter Blue continues to contain advertising
With almost every premium model, the freedom of advertising is the strongest touted feature. It’s different with Twitter Blue and even those who pay their approximately $ 4 per month will still find ads in their timeline and in the Fleets area.
Twitter has set the price relatively low. Why not go a little higher and then offer a Twitter experience without advertising. If you have a premium subscription, then also without advertising.
For example, I use YouTube Premium and it has to be said, without the commercial breaks and pre-roll ads on YouTube, the user experience improves immensely.
YouTube Premium also offers other functions that are not identical to Twitter Blue, but go in a similar direction. The costs are significantly higher at around € 12, but in addition to the freedom of advertising, you also get access to YouTube Music, which is comparable to a stripped-down Spotiy Premium subscription. The costs are higher, but you get significantly more with YouTube Premium than you get with Twitter Blue.
Will the premium version of Instagram, Twitter and Co. soon become the standard?
It has long been discussed and speculated about the willingness of users: Inside to pay for a social network. Or how much would you be willing to invest a month for an ad-free Instagram and a few additional functions?
The question is of course also posed by the social networks themselves. As we all know, social networks live from advertising income. The basic price would have to be so high that the generated turnover per user: In is covered (ideally higher). On the other hand, the attractiveness of, for example, Instagram as an advertising channel must not be reduced. This is currently usually not the case for social networks.
As part of iOS 14 and the associated changes for Facebook and Instagram, Instagram itself has once again poured some gasoline into the fire. In an in-app dialog, Instagram has encouraged its users: Inside to agree to the tracking, so that Instagram can still be used free of charge.
Does Instagram really think about it and does the decision depend on how many people agree to the tracking? All speculation again. Certainly there are some users: inside, who would pay for an ad-free Instagram. However, this willingness to pay varies greatly from region to region and as an Instagram you always have to ask yourself what effects such a step has and how competitors may benefit who continue to offer all functions for free.
The fact is , a premium subscription has to offer added value and as we were brought up in recent years, the freedom to advertise is one of them. Whether Twitter Blue establishes itself depends solely on the added value offered. In my opinion, this is currently still a bit low. However, Twitter consciously speaks of a first version and one can assume that if further features are added, the prices will increase one day, but also the interest.
It is quite conceivable that the approach of Twitter is also followed by other social networks. YouTube Premium now has over 30 million paying subscribers: Inside, but, as described, offers significantly higher added value than Twitter Blue, but is also not comparable to Twitter in terms of approach.
The initiative from Twitter is to be welcomed . Finally, a social network is trying out a paid version. However, there are a few weak points that are likely to be consciously accepted. That is why Twitter Blue is only available in two countries for the time being. Hopefully Twitter will stay on the ball here, learn from the first test phase and expand the features of Twitter Blue. A Twitter Blue without advertising freedom will always have a hard time.
Blogger in Charge at Futurebiz, Speaker, Author and Senior Digital & Social Media Consultant at the agency BRANDPUNKT . Jan Firsching advises brands and companies on the development of digital and social media strategies. To Futurebiz Consulting
Blogger in charge at Futurebiz. Speaker, author and senior digital & social media consultant at the BRANDPUNKT agency. Jan Firsching advises brands and companies on the development and implementation of digital and social media strategies.