Is it viable to partner up on Twitter? If you look at the length of certain promotions, it does seem unlikely that a 280 character count won’t cut it. Because Twitter is looking to maximize its creator revenue opportunities, co-authored Tweets would facilitate more influencer and brand partnerships, opening up all sorts of new opportunities in the app.
Twitter Tag-Team
Despite the driving logic behind it, Tweet partnership is in the works, with Twitter confirming that it’s currently exploring ways in which it can facilitate collaborative Tweet options.
The man-with-a-plan Alessandro Paluzzi showed how Twitter’s collaborative Tweet option, currently in testing, adds a new ‘collaboration’ icon within the composer, which, when used, enables users to include up to two authors for each Tweet. A more recent version of the test would also incorporate multiple profile images, with another placing the collaborator/s profile/s at the bottom of the Tweet.
The entire process essentially requires you to first compose Tweets, then send a request to another profile asking to collaborate. Only accounts set to ‘Public’ can be sent collaboration requests. Said accounts must also follow you back to set up partnerships.
If and once a collaborator accepts your request, the shared Tweet could then be published, expanding the available sharing options in the app, providing another potential avenue for commercial partnerships and promotions, helping amplify the Tweets to followers of both accounts.
Again, as it is, the feature is still in early testing, with Twitter stating that it currently has nothing more to share at this stage. While this won’t likely be a game-changer for Twitter, it’s investigating it and it does have its own range of uses and unique applications. At face value, it’s much like the collaboration tools available on Facebook and Instagram, mostly to ensure transparency on branded content deals.
This seems to be Twitter’s key focus here, incorporating new ways for brands to partner with platform stars for promotions, allowing for greater combined exposure for each collaborative Tweet. This effectively places Twitter more in line with the broader push of all platforms to add more business tools.
The Wrap
This makes a lot of sense since Twitter is working out ways to offer its top creators more ways to monetize their efforts on the app, increasing appeal and reducing the likelihood of migrations to other platforms. To add, collaborations also improve exposure, engagement, and sometimes even discoverability. Of course, all of these will facilitate new opportunities.
This is the closest Twitter can get to TikTok’s ‘Duet’ option, which also strongly revolves around on-platform collaboration. Either way, it’ll likely spell positive results for Twitter once a full rollout does happen.
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