On August 15, 2023, several users on the social network X (formerly Twitter) noticed that when trying to access TweetDeck, they were prompted with a pop-up message urging them to purchase a Blue subscription. This move has been met with disappointment from social media managers, journalists, and power users who relied on the tool for tracking multiple lists and trends.
The Shift to Subscription-Based Model
In July 2023, the company announced that within 30 days, TweetDeck would be accessible only to verified users. However, the implementation of this rule was delayed by a few days. The decision to restrict access to TweetDeck is not entirely surprising, considering Elon Musk’s efforts to make X Premium an attractive subscription offering.
TweetDeck: A Tool for Social Media Professionals
TweetDeck, which was acquired by Twitter in 2011 for $40 million, has been a valuable tool for social media managers, individual journalists, researchers, and consultants. It allowed them to track multiple lists and trends on the platform, making it an essential part of their workflow.
The Decline of TweetDeck
In recent years, TweetDeck had been an underutilized product. The previous management of Twitter started testing a new version of the tool in 2021 but failed to roll it out to a wider audience. In June 2022, the company shut down TweetDeck’s Mac client.
X’s Efforts to Make Subscription More Attractive
Under Elon Musk’s leadership, X has attempted to make its subscription offerings more appealing. Apart from the verification mark, which users can now hide, subscribers gain access to features such as:
- Longer text and video posting capabilities
- Fewer ads
- Encryption in direct messages (DMs)
- Revenue sharing
Impact on Social Media Managers and Journalists
The shift to a subscription-only model for TweetDeck has left many social media professionals worried. They will now have to pay to continue using the tool, which was previously available for free.
As Ivan Mehta notes:
"Bad news for social media managers, journalists, and power users— Matt Navarra (@MattNavarra)"
The Future of TweetDeck
It remains to be seen how X will further develop and refine its subscription offerings. Will the company continue to add more features to make its premium subscription more attractive? Only time will tell.
Apps
TweetDeck’s shift to a subscription-only model is not an isolated incident. The app ecosystem on X (formerly Twitter) has been undergoing significant changes under Elon Musk’s leadership.
Elon Musk
As the owner of X, Elon Musk has been instrumental in shaping the social network’s direction and features.
TweetDeck
TweetDeck was acquired by Twitter in 2011 for $40 million. It was a popular tool among social media professionals for tracking multiple lists and trends on the platform.
The acquisition of TweetDeck marked one of several significant deals made by Twitter during its growth phase.
X
X (formerly Twitter) has undergone significant changes under Elon Musk’s leadership, including the shift to a subscription-only model for TweetDeck.
Conclusion
The move to make TweetDeck a subscription-only product is a significant development in the evolution of social media on X. As the platform continues to evolve, it will be interesting to see how users respond to this change and what implications it may have for the future of social media management and journalism.
