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How Will Twitter’s Changes Affect Influencers?

In an effort to combat bots sharing the same message en masse, Twitter has rolled out some changes which may have an impact on real accounts, including influencers. Take a look at what those changes are, and how they may have an impact on your social strategy.

If you use automation (including scheduling tweets) or leverage multiple accounts to amplify your message, then Twitter’s changes outlined below will affect your brand.

Here’s what Twitter says about their changes: “One of the most common spam violations we see is the use of multiple accounts and the Twitter developer platform to attempt to artificially amplify or inflate the prominence of certain Tweets. To be clear: Twitter prohibits any attempt to use automation for the purposes of posting or disseminating spam, and such behavior may result in enforcement action.”

Boiled into more easily digestible terms, if you’ve been posting the same content multiple times, or retweeting one message from multiple accounts (particularly at the same time), Twitter may take action against your account(s). These aren’t practices we recommend for influencer campaigns, as part of the appeal of an influencer is not only their network, but also letting them use their own voice to amplify your message.

If you weren’t already having influencers put their own spin on your brand message, now is the time. Have them make sure to share the core message in a way that is unique to them (while still maintaining any essential pieces of the campaign message). Additionally, if you’re using multiple brand accounts (perhaps even including employees) to amplify your influencer campaign, here are a couple recommendations:

  1. Have everyone that shares the message quote retweet and add their own copy to it to make each post unique.
  2. If the campaign calls for retweets without customization, stagger the time(s) when they share the messages as to stay within Twitter’s new rules.

 

Looking for help setting up an influencer campaign that stays within the rules, or want a hand with your Twitter strategy? Contact us. We’d love to chat.

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