Twitter Super Follows: What They Are and What Influencers Need to Know

In recent years, direct payment tools on platforms have become increasingly important for creators. As creators continue to grow their own audiences, they are looking for more ways to leverage and monetize those followings. Platforms such as Patreon and Twitch have already seen success with this model and now Twitter is the latest to join the trend.

Twitter recently announced they will release a Super Follow tool later this year. 

What are Twitter Super Follows?

With the Super Follow tool, Twitter users can charge followers a monthly for extra content and perks including:

  • Subscriber-only newsletters
  • Exclusive deals and discount
  • Private content like Fleets and tweets
  • Community access
  • A supporter badge

Previews of Super Follows show the different content that users can share behind the Super Follow paywalls, including videos, teasers and Fleets, which is Twitter’s version of an Instagram story.

Sound familiar? Twitter Super Follows is a hybrid of Patreon, Onlyfans, and it’s very similar to Twitch subscriptions, which is the top revenue source for Twitch streamers. Twitch has three subscription levels: $4.99, $9.99 and $24.99 and initially a streamer will split the income from a subscriber 50/50 with Twitch. But as they grow their audience and become a larger broadcaster, they can earn a bigger percentage. Twitter used $4.99 in their mockup previews but they have not yet announced Twitter Super Follow subscription levels or what percentage of revenue it would share with users. 

This 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. It’s the first opportunity for Twitter users to be able to monetize their Twitter audience, without having to entice the user to leave the platform.

According to Lara Cohen, Twitter’s Head of Global Partnerships, it’s a move designed to support influencers and creators and keep them creating on Twitter. “We believe that content creators should get paid for the greatness they bring to this website,” Cohen said.

What Do They Mean for Influencers?

Many people are wondering “Who would pay to read tweets?” But if we’ve learned anything through the growth of streaming services and social media platforms, it’s that people will pay for premium content if they deem it worth the price. 

Twitter said in a 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 main 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. This may require a shift in their Twitter content strategy, especially if Twitter is a place where they usually re-share content from other platforms or join conversations about trending topics. 

Are Twitter Super Follows Right for You?

Should you take advantage of this new feature? If you’re already active on Twitter and have a large community, then Twitter Super Follows could be an important piece of your brand’s growth. Twitter influencers who have already built a large audience and are already creating high quality Twitter content have a huge opportunity to leverage their existing audiences and monetize their content by simply creating a content strategy for their Twitter Super Followers.

Twitter has not yet announced when Super Follows will launch but they expect it to happen in 2021. More announcements are to come but we want to know: what do you think of the Twitter Super Follow feature? Would you subscribe to someone’s tweets or are you interested in creating exclusive content for Twitter?

Nancy Rothman

Nancy Rothman

Nancy is a passionate, results-driven marketing executive with more than a decade of experience in building robust integrated marketing programs for brands of all sizes, with specific expertise in the martech space. Prior to Sideqik, Nancy held roles at four successful martech startups, each of which received multiple series of fundraising and included two acquisitions. At CallRail, specifically, Nancy served as the director of marketing where she built the company’s brand and established it as a leader in its space. She also held roles at MeetEdgar, where she oversaw the entire sales and marketing practice, increasing the company's user base and annual recurring revenue, as well as PureCars, which was acquired by Raycom Media in 2015. As vice president of marketing for Sideqik, Nancy is responsible for developing and executing on the company's marketing strategy to drive overall business growth.

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5 Responses

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