The trend is not necessarily a good thing
Twitter’s latest feature, allowing tweets to be 280-characters long instead of 140, is rolling out to all users this week.
When Twitter was testing long tweets, only 5 percent of tweets in the test had more than 140 characters, and just 2 percent had more than 190 characters.
As brands get a hold of this new capability, they’re bound to experiment with the format and see how their followers react. Below are a few of the brands who are running with longer tweets for better or for worse. The new fad and its novelty will likely wear off soon enough, as it often does with shiny new features.
https://twitter.com/Charmin/status/928215644302204928?ref_src=twsrc%5Etfw&ref_url=http%3A%2F%2Fwww.adweek.com%2Fdigital%2F11-brands-jumping-into-twitters-new-280-character-craze%2F
https://twitter.com/MeCookieMonster/status/928296055980150785?ref_src=twsrc%5Etfw&ref_url=http%3A%2F%2Fwww.adweek.com%2Fdigital%2F11-brands-jumping-into-twitters-new-280-character-craze%2F
https://twitter.com/Spotify/status/928257501572759552?ref_src=twsrc%5Etfw&ref_url=http%3A%2F%2Fwww.adweek.com%2Fdigital%2F11-brands-jumping-into-twitters-new-280-character-craze%2F
Give me a break, give me a break, break me off a piece of that Kit Kat bar (wait, I can keep going?)
Give me a break, give me a break, break me off a piece of that Kit Kat bar (more still?!)
Give me a break, give me a break, break me off a piece of that Kit Kat bar#280Characters— Kit Kat (@KitKat_US) November 8, 2017
Dobby’s Christmas list: socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks socks #280characters
— Pottermore (@pottermore) November 8, 2017
In the criminal justice system, sexually based offenses are considered especially heinous. In New York City, the dedicated detectives who investigate these vicious felonies are members of an elite squad known as the Special Victims Unit. These are their stories. *DUN DUN*
— Law & Order: Special Victims Unit (@nbcsvu) November 7, 2017
https://twitter.com/DiGiornoPizza/status/928027054385266688?ref_src=twsrc%5Etfw&ref_url=http%3A%2F%2Fwww.adweek.com%2Fdigital%2F11-brands-jumping-into-twitters-new-280-character-craze%2F
Bet you haven't seen this many characters in one place since that 2 AM Castle trip HAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHHAHAHAHAHAHAHAHAHHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAhelpHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHHAHAHAHAHAHAHAHAHA #280characters
— White Castle (@WhiteCastle) November 8, 2017
https://twitter.com/Sony/status/928273644962435074?ref_src=twsrc%5Etfw&ref_url=http%3A%2F%2Fwww.adweek.com%2Fdigital%2F11-brands-jumping-into-twitters-new-280-character-craze%2F
Who needs #280characters? A picture is worth a thousand words. pic.twitter.com/IVEA3GqHyY
— krispykreme (@krispykreme) November 8, 2017
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This article first appeared in www.adweek.com
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