And the Gold Goes to …

As we settle into the Musk era of Twitter, he’s still making headlines for frequent (and sometimes random) app updates. The most recent is the elusive blue check, which once graced the bios of celebrities, influencers, public figures, and business accounts. Now it’s facing extinction — at least for brands. In its place, Twitter is introducing a new gold verification badge for businesses. 

Details are still under wraps, but it’s assumed the cost will be relatively affordable, similar to the app’s personal verification option (currently $8 per month). Right now, businesses can sign up for the waitlist by adding their Twitter handle and contact details. Approved accounts will receive new business and affiliation badges, including the gold checkmark, and a square profile picture (which has not been seen on the app since 2017).

What’s the benefit of verification? Checkmarks help fight against brand impostors and make the account more distinguishable from regular user accounts. Affiliate badges point you to a brand’s parent account if the one you’re viewing is not the primary account. Since Twitter plans to eventually remove the current certification in place of the new badge, brands should consider joining the waitlist. That way, you’ll be at the front of the line when more information becomes available, and you can make an educated decision about the new verification. While the situation at the platform continues to shift by the day, keep a close eye on the changes. 

TL;DR: Twitter has now added a new verification badge for businesses. Consider whether adding it is the right move for your brand image.

Short, Sweet, and Successful

Social media updates come and go at warp speed. What worked in Q1 may not bring success in Q2. It's always a good idea to tailor each post to a specific platform, and Social Media Today has shared a series of articles with current tips for posting on Twitter, Facebook, and Instagram. Take a look at the themes that popped up across platforms that could help you up your game: 

• Length: Long-form tweets may be on the way, but brevity is still the best policy to get your content noticed. The tweet sweet spot is between 50-100 characters, and surprisingly even less for Facebook, where only 25-55 characters will get the job done. Instagram allows up to 2,200 characters, but we don't suggest using them all! Short and snappy, with the most vital info up front, will get you the best results.
  
  
• Hashtags: The jury is still out on whether hashtags work on Facebook, and, even on Twitter, don’t go crazy with them. When using hashtags, it’s recommended to use #CamelCase for clarity, and don't let them distract from the main message of your posts. If you've got a list of hashtags to use up, save them for Instagram! It's suggested to include three to five per post, and some studies show that up to 30 (relevant) hashtags could increase your engagement.
  
  
• Media: It's been a long-standing best practice to include an image with your social content, but upgrading to short-form video on Facebook and Instagram will win you new followers. As for Twitter, video is also the strongest performer, with gifs pulling up second.

The final piece of the puzzle is measurement. Every audience is different, so understanding how your followers respond is vital. If you have a successful post, take note of the length, hashtags used, and the type of media. Testing will be your best friend for social success.

TL;DR: Staying on the good side of social media algorithms can be tricky. Best practices currently include short copy, a balanced use of hashtags, and a lot of analytics.

ICYMI