The announcement of Twitter’s new feature Super Follow has caused a stir in the marketing world. It allows users, influencers, and creators with a large total following to monetize their tweets. The Super Follow feature is geared towards making followers show their ‘support’ by subscribing with the stipulated monthly fee. This subscription is required to have access to a supporter badge, subscribers-only newsletter, exclusive content, deals, discount, and community access.
It is one of the first big changes Twitter has made since they extended the length of a tweet in 2017, and it’s the first paid feature for users. In this blog, we will elaborate more on the effects of Twitter Super Follow and how you can use them to your advantage.
What Does This Feature Mean for Influencers?
As per Twitter in their statement, “Exploring audience funding opportunities like Super Follows will allow creators and publishers to be directly supported by their audience and will incentive them to create content that their audience loves.” So while it’s tempting to think that the key to success with Twitter Super Follow is to have a larger audience, it’s actually to create the best premium content.
Influencers who want to take advantage of Twitter’s Super Follow Feature will need to plan out what exclusive content they want to share on Twitter and ensure that it’s different from the content they’re sharing on other content platforms.
Twitter influencer marketing may not be that impressive compared to Instagram, however, research shows an increase in 39% brand favorability and 41% purchase intent to Ads from content creators compared to brands. This tells us the effectiveness of influencer marketing on Twitter puts it in an aggressive competition with both Facebook and Instagram.
How Can This Feature Benefit Creators
Rather than adding another platform to your marketing mix, Twitter Super Follows allows you to monetize a platform you’ve already built a community on. Hence, Super Follows allows for unfiltered thoughts, early content previews, and exclusive conversations, all on Twitter. It helps creators to lean into the exclusivity and community-building opportunity.
As shown in the example below, popular “NBA Twitter” social media personality, King Josiah uses Super Follows to provide in-depth sports and social media analysis to his most engaged followers. The video series he created is a great idea that could be replicated by creators in any niche, especially those looking to provide deeper insights for their community.
Who Has Access To Twitter Super Follows?
The minimum requirements for creators who want to start a subscription must be:
- Over 18 years of age
- Must be located in the United States
- Have over 10K Followers
- Have Tweeted 25 times within the past 30 days.
If you meet these requirements, you can apply for access via the “Monetization” button on your profile’s sidebar. Once accepted into the Super Follows beta, you can then create tweets to your Super Followers on iOS devices only. There are plans to include Android and web functionality in the near future.
How To Become a Super Follower
When you visit a creator account where Twitter Super Follows is enabled, you’ll see a purple badge next to their Follow button. If you already follow the account, the Follow button will turn into a purple Super Follow button. From there, you can click to learn more about the creator’s specific offerings and pricing. If you like what you see, you can tap to subscribe via an in-app payment! As simple as that!
What Does Super Follows Subscription Include?
People who offer Super Follows subscriptions choose what bonus content they share. Through Super Follows, people can set a monthly subscription of $2.99, $4.99, or $9.99 a month to monetize bonus, “behind-the-scenes” content for their most engaged followers on Twitter. And followers get extra special access to their unfiltered thoughts, early previews, and subscriber-only conversations from their favorite accounts.
Twitter is currently expanding it’s Super Follows features. They are expected to include Spaces, newsletters, and other Twitter features as potential bonus content.
Are Twitter Super Follows Right for You?
For those who are active on Twitter and have a large base community, then, it could be an effective marketing strategy for their brand.
Twitter Influencers who have established a large audience and currently producing high-quality content have an opportunity to leverage their existing audiences and monetize their content. They need to re-shift and focus on creating evergreen and quality content for their audience.
Since this feature is new, we’re expecting more changes and announcements in the near future. What do you think of the Twitter Super Follow feature? Would you like to subscribe and pay a fee to watch someone’s content? We’d love to know in the comments.