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Thursday, February 22, 2024

Twitter goes from microblogging to an ‘Everything App’ under Elon Musk

Elon Musk's bold vision reshapes Twitter, revolutionising video capabilities and raising anticipation among users and advertisers.

Under Elon Musk’s leadership, Twitter has undergone a remarkable transformation. With a vision to rival platforms like YouTube and create an “everything app,” Musk has implemented significant changes to Twitter’s features and management. The platform, once known for its limited character count and short videos, has expanded its capabilities, including increased character limits and extended video upload options. These changes mark Twitter’s evolution into a more comprehensive and competitive social media platform.

Evolution of Video on Twitter

Since Elon Musk took the helm at Twitter, the platform has experienced a video revolution. In a tweet announcement, Musk revealed that Twitter Blue Verified subscribers can now upload videos as long as two hours, with a maximum file size of 8GB. This expansion allows users to share content akin to movies, showcasing Musk’s ambition to compete with established video-sharing platforms. The company had already introduced long video upload capabilities in December, and the recent addition of playback speed controls on the web further enhances the video consumption experience.

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Transitioning to an “Everything App”

Musk envisions Twitter as more than just a microblogging site. By expanding the character limit to 10,000 for paid users, he aims to transform the platform into an “everything app” where users can share more extensive thoughts, stories, and information. This move opens up new possibilities for creators, journalists, and influencers to engage their audience with more comprehensive content. Furthermore, the relaunch of Super Follows as Subscriptions allows users to monetize their tweets and build a loyal community, following the footsteps of other successful subscription-based platforms.

Controversial Management Decisions

Musk’s tenure at Twitter has been marked by controversial management decisions that have garnered attention and raised concerns. He has made significant staff changes, resulting in the departure of many long-term employees. Musk’s decision to readmit previously banned accounts has drawn both support and criticism, as it raises questions about the platform’s commitment to moderation and user safety. Additionally, the introduction of charges for previously free services has sparked debates about the balance between profitability and user accessibility.

Impact on Advertisers and Concerns

The tumultuous changes under Musk’s management have led to mixed reactions from advertisers. While some view the platform’s evolution as an opportunity to reach a wider audience through extended video capabilities and increased character limits, others have expressed concerns about their brand association with potentially controversial or troubling content. The departure of some advertisers reflects the need for Twitter to address these concerns and provide a safer and more controlled advertising environment.

Read More: Musk says video and audio calls coming to Twitter

Twitter has experienced a significant shift under Elon Musk’s leadership, evolving from a microblogging site into an expansive “everything app” with extended video capabilities and increased character limits. While these changes have generated enthusiasm among users and content creators, they have also sparked concerns among advertisers regarding brand safety. As Twitter continues to evolve, it will be intriguing to witness how Musk’s vision shapes the future of social media and whether it can effectively compete with established video-sharing platforms such as YouTube.