Twitter Announces New Version of Tweetdeck What’s Next?

It’s a surprise, isn’t it?

It is a move that is going to shock almost nobody. Twitter has announced that TweetDeck will soon be a Twitter Blue exclusive.

It means that the users of its native tweet management platform will soon have to pay up to keep scheduling their tweets via the app.

As Twitter notes, a new version of TweetDeck is now available. It includes several minor updates on the TweetDeck Preview launched in July 2021.

The new elements include certain things that have been mentioned here:-

• An updated tweet composer. It includes all the tweet functionality, such as GIFs, polls, etc. All the tweets can be scheduled.
• Improved Advanced search filters.
• The option to sort your TweetDeck columns into ‘Top Tweets’ or ‘Latest Tweets.’
• Video Docking- You can watch a video while performing other functions

So, functional advancements are minor. But some handy elements are added to make TweetDeck a little more appealing.

Though some other aspects have also been removed, TweetDeck Teams has been scrapped in the updated version. It will impact some business users.

Meanwhile, other smaller functional changes have made it a little harder to use or different. At least, it will take some getting used to.

But still, improving TweetDeck is something that many have suggested Twitter should do for some time, particularly making it a counter to several third-party tweet management tools that are available in the market.

These third-party tweet management tools offer better analytics insights than Twitter itself.

If Twitter could incorporate more of these functions into its native app, it would make it more valuable. And now that you will have to pay for it, that is a crucial consideration for the next stage of the app.

Twitter notes that TweetDeck will become a Twitter Blue exclusive in 30 days. It means that you will have to pay to keep using the platform.

Some users are not sure how much of a lure that will be, as there are several alternatives, but for those currently using TweetDeck, it will be punctual for them to at least consider signing up.

As noted earlier, it is no surprise Twitter is being tried to add more elements to its Twitter Blue offering. It means to boost take-up.

It has yet to work, while Twitter is also considering making TweetDeck a paid tool since as far back as 2021, when it first launched its updated preview.

It again makes sense. If Twitter incorporates more functional value into the app, which might still do in future updates, it could transform it into an essential tool for social media managers.

In addition, several third-party tweet analytics tools have been forced to shut down due to Twitter upping the price of its API access.

Hence, it could indeed be a more viable way to increase its subscription revenue take-up if it were to add more comparative data and analytics elements; it would help improve the tool.

Suppose TweetDeck, for example, were to offer profile comparisons, sentiment analysis, profile bioanalysis, and busy times insight. In that case, there is a range of data that you can access via third-party tools that Twitter itself simply does not provide.

Adding all these into TweetDeck should be a no-brainer for Twitter’s subscription development team; it could put it ahead of other third-party tools.

When you also consider that Hootsuite brings in $150 million per year, Twitter management plays a key part in its offering. The opportunity is clear in comparison, and Buffer brings in $20 million.

If Twitter can make TweetDeck better than what it offers in these apps, then it seems like a key opportunity to maximize its subscription revenue opportunities.

So, while it seems so controversial that Twitter is looking to charge for TweetDeck, it does make a lot of sense, especially if Twitter can increase its value and market differentiation.

Of course, another key consideration is that Twitter’s new rate limits have significantly impacted TweetDeck.

It makes for the odd timing of the announcement. But it remains a larger issue for Twitter to sort out.

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