Now marketers can fill up a text box, clogging up users' Twitter feeds and coming off as invasive. Allowing 280 characters allows companies to be lazy in their messaging and marketing. It challenged marketers to truly craft what they wanted to get across. Twitter and its 140 characters was exciting. Companies Will Get Lazy With Their Messaging A recent study by Rebrandly showed that branded URLs get 39% more engagement than non-branded ones. This gives followers one more opportunity to see the hub of a brand's online presence with every tweet. Increasing character limits could allow for branded URLs over non-branded shortened URLs. Marketers Can Use Branded URLs Over Shortened Ones Moving forward, Twitter will evolve into a branded content medium for leveraging business and promoting brands. The previous limits created focused thoughts that were straight to the point. In the past, many spent far too long honing their message to fit within the requisite 140 characters. Twitter's move to 280 characters will lead to more verbose tweets that, ultimately, may lose their impact. Twitter Will Evolve Into A Branded Content Medium What does this mean for the way brands use the platform? Twelve Forbes Agency Council members share their thoughts.
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Whether you love or hate longer tweets, the increased space has opened opportunities for marketers. Some were thrilled at the opportunity to express their thoughts more clearly in a single tweet, while others lamented the death of Twitter's original appeal – forcing users to creatively fit their message into 140 characters. When Twitter rolled out its expanded 280-character limit, the user response was highly polarized.