The Elon Era – what are the improvements?
The overall goal Musk is still striving towards is to make Twitter profitable and the way to do this, in his opinion, is to monetize on the blue tick verification process. What does this mean exactly:
The new Twitter Blue would mean that as a user you will pay to be verified on Twitter, and you’ll get access to other perks as well:
- New sparkling verification tick
- Priority in replies, mentions and search
- Ability to post long video & audio
- Half as many ads
- Paywall bypass for selected publishers
As the first roll-out resulted in an enormous amount of spam and fake accounts, some of them very harmful to big companies3, it was temporarily abandoned in order to develop a solution. Now it seems they have found one which they will introduce to the app at the start of December.
- Blue tick for individual people, like celebrities
- Grey tick for government and politicians
- Gold tick for companies
Musk also announced there would be manual checks in order to decide whether an account should be verified. I wonder how they will manage this with the current number of staff.4 Additionally, voices are also questioning how watertight this system is for normal users as the blue tick will not distinguish paying users from other verified users. Therefore, high-profile individuals still run the risk of being impersonated, which kind of defeats the objective. The same goes for companies or governments who refuse to pay up for the verification: this could open a lot of possibilities for scammers, verifying their scam account as the real thing.
Another recently launched improvement concerns advertising on the platform. Although Musk cannot claim all the credit for this: it was being developed before he took over and is only now being rolled out.5 This includes:
- Website Conversion Option: to track and target users that have more intent to convert.
- Dynamic Product Ads
- Collection Ads update
However, will it be enough to keep advertisers happy?