Could you imagine pulling an Oreo cookie out of its sleeve to find four chocolate wafers and two layers of cream filling? Or taking home a six-pack of beer and somehow discovering 12 bottles crammed inside?
It’d be discombobulating to say the least, and that’s how many of us marketers are feeling about Twitter’s recent decision to double its character limit to 280. The 140-character tweet felt as natural and familiar as 10 organic listings on a search engine results page. Now, the game has changed completely.
Bigger isn’t always better, of course. If brands simply take this opportunity to double down on their promotional messaging or stack hashtags, it’s not going to create a better experience for users. The real opportunity, as our Caitlin Burgess explained last month when previewing the Twitter character expansion, “is to discover whether or not you can use that extra space to deliver more value and resonance to your audience.”