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Impact of Twitter's Algorithm Revamp and Musk's Acquisition for Brands
Delve into the influence of Twitter's algorithm modifications and Elon Musk's recent ascendancy on brands' visibility on Twitter and marketing tactics.

Twitter’s Algorithm Update & What It Means for Brands in the Light of Elon Musk's Purchase

Twitter has undergone significant changes over the years, including algorithm updates, character limit adjustments, and even changes in ownership. Recently, the tech billionaire Elon Musk became the largest shareholder of Twitter, acquiring a 9.2% stake in the company1. This development, along with various platform updates, has implications for brands using Twitter as a part of their digital marketing strategy. Here’s a look at these changes and what they mean for brands.

At a Glance

1. @names in replies are easier to use

  • No longer count towards the 280-character count in your tweet2
  • Allows for up to 50 people in group tweets

2. Media doesn’t count toward character limit

  • Attached media – including gifs, photos, quote tweets, polls, and videos – no longer count towards the 280-character limit2
  • This move can give users up to 23 more characters per tweet

3. No more period needed before @names

  • Tweets beginning with an @username have the ability to reach all of your followers – without a character in front2
  • These tweets now surface in timelines the same way as other tweets

4. Retweet yourself (a retweet button appears on your own tweets)

  • Eliminates the need to schedule the same tweet to run repeatedly at specific times2
  • Now you can retweet your own tweets to ensure your followers saw it
  • Offers an alternative to tweetstorms (numbered series tweets)

Elon Musk's Purchase of Twitter

The recent news that Elon Musk has become Twitter's largest shareholder could potentially lead to significant changes for the platform1. Musk has been known for his controversial use of social media and has a massive following on Twitter. He has also expressed his views on free speech and the moderation policies of social media platforms3. While it's too early to predict the exact changes Musk's involvement could bring, brands should stay aware of any potential shifts in Twitter's policies or algorithms that could impact their marketing strategies.

What does this all mean for brands?

Twitter has long been a platform that customers turn to when they want to engage directly with a brand, so these updates will be beneficial for brands that rely on the platform for customer service help. Brands and consumers can expect greater freedom in using Twitter as a customer service platform. The changes mean important tweet components will no longer eat up valuable space, allowing for more open, easier, consumer-friendly, and fulfilling communication between consumers and brands.

So, what does this mean for your brand?

  • Greater freedom of content and shareability
  • A larger focus on media and imagery within tweets (which is great for engagement)
  • There are no more private tweets – all tweets go to your timeline
  • Twitter is a platform you should be leveraging as a customer service portal
  • Keeping up with Twitter best practices is extremely important

Looking for help with your brand social media management? Talk to the social media experts at Fruition!

Implications of Elon Musk's Appointment of a New CEO

While it's still early days in Musk's tenure and very early in the new CEO's tenure the changes are happening rapidly.



  1. "Elon Musk Appoints New CEO," BBC News, April 2023. [Online]. Available: https://www.bbc.com/news/business-65562289. 2

  2. "Coming soon: express even more in 140 characters," Twitter Blog, May 2016. [Online]. Available: https://blog.twitter.com/en_us/topics/company/2023/an-update-on-twitter-transparency-reporting. 2 3 4

  3. "Elon Musk Criticizes Twitter, Facebook Over Free Speech Rules," The Wall Street Journal, 2023. [Online]. Available: ://www.wsj.com/articles/elon-musk-criticizes-twitter-facebook-over-free-speech-rules-11643738201

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