What is this now? Honestly, at this point, every Twitter news we read about just makes us take a deep sigh. So, and this might be to the chagrin of many Twitter users, Twitter’s in-house Tweet management platform, TweetDeck, might soon be a Twitter Blue exclusive, based on a mention from the app’s back-end code. Do you mean to say that the TweetDeck will soon be a pay-only feature? Oh, dear.

All Hands Under the Deck

Based on a code snippet posted by Twitter Takeover News, Twitter looks to be preparing to launch TweetDeck as a Blue add-on feature, which would help to build out its currently-awful subscription offering, in the hopes of luring more users into the monthly subscription program.

Twitter Blue needs all the help that it can get. Data analysis shows that Twitter Blue currently has around 300,000 paying subscribers, which is nowhere near the numbers that Elon Musk and his team would need to make Blue a more critical element in Twitter’s overall operations structure, primarily on the revenue and engagement side. For a bit of context, for Twitter Blue to contribute 50% of Twitter’s overall revenue, it would need around 33 million subscribers. That means that Blue take-up is currently less than 0.01%.

Twitter will still see more growth though – just this week, it has expanded Twitter Blue to more regions, while it’ll soon launch its ‘Verification for Organizations’ program, which is also problematic, and remove ‘legacy’ blue ticks. You’d assume that all of this would see more people signing up for Twitter Blue, right? Even then, it’s unlikely to be able to reach its lofty goals, becoming a truly significant element. Would making TweetDeck a Twitter Blue exclusive really help?

TweetDeck is a popular Tweet management platform and many would actually consider paying $8 just so they can keep access. At the same time, TweetDeck has been largely ignored by Twitter for too long, not to mention that many of its features are already stale and outdated. But, despite the complete contrast presented thus far, this might actually be the best approach. If Twitter could build a better, more natively integrated version of a Tweet management platform versus those offered by third-party organizations, then that could be a revenue winner.

The Wrap

Given its more recent moves, Twitter might also look to cut off competing platforms from its API, giving even more impetus to further push users to sign up for Twitter Blue. While that sounds like a drastic move, amid all of the changes Twitter is undergoing (and having to deal with), this isn’t probably all that surprising. In turn, that could make TweetDeck a more integral element of the Twitter Blue experience. As with all Twitter news, because they no longer have a comms department, there’s not much to go on, so it’s another bout of sitting and waiting. 

Sources

http://bit.ly/3JYzxAt