In October Elon Musk bought Twitter when the company was losing money. His plan to increase revenue was to lay off thousands of employees and start charging for Twitter API.
What is API?
API stands for Application Programming Interface. It’s the software and connections that give two systems the ability to communicate. These connections allow conversations, messages, data, and other features to work within Twitter. Without purchasing Twitter API, many companies, researchers, and developers would be unable to use Twitter, forcing them to discontinue their work.
Twitter’s API Changes
Twitter now has three levels of API access:
Free – Free access allows for 1,500 tweets a month at no cost.
Basic – For $100 a month, the basic level allows for 3,000 tweets and user level or 50,000 at the app level. The read limit is 1,000.
Enterprise – The enterprise level does not specify a price but promises commercial-level access. It has been reported that what is referred to as a “low-cost enterprise plan” could cost upwards of $42,000 per month.
What are the Effects of This Change?
Twitter API is used for a slew of different things, including ad campaigns, and pulling trend analytics. This is important information that developers and researchers need to continue their work and improve on current technology. While the enterprise cost is rather unattainable for many, they may be left discontinuing their work on Twitter.
The Effect on Small Businesses
When it comes to small businesses, there could be problems with social media tools, that affect targeting and brand strategy. With Generations like Gen Z, many consumers like content to stay within specific platforms. That’s why platform specific content is essential when marketing to different age groups. If Twitter is no longer an option for some small businesses, it could greatly impact their strategy.
Next Steps for Businesses
- Third-Party Tools
- Track Performance
- Communicate
- Time
Find a Replacement for Twitter API
Twitter is used to promote brands, build relationships, and connect with potential customers. With the cost of the API enterprise package, many won’t be able to afford access. Without Twitter API, they will have to find other sources to maintain their research and marketing efforts. This change is affecting many businesses and poses some challenges. Take time to understand what your business needs and if Twitter is a necessary piece of your marketing strategy. We know this is a big change, but our team can help you navigate it.
Fusion One Marketing is a full-service digital marketing company headquartered in Birmingham, AL. Fusion One specializes in Local SEO, Social Media Marketing, Pay Per Click, and Website Designs. Fusion One Marketing was created in 2011 with its main focus to help small and medium businesses navigate the digital marketing world. Our goal for businesses is simple “More Calls – More Businesses”.
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