On 23rd March 2018, Twitter announced that they would be cracking down on any repeated content. Anyone who is found to be in breach of this new rule now risks having their Twitter account suspended. Social media management apps also had until the 23rd March to implement necessary changes.
- Posting duplicative or substantially similar content, replies, or mentions over multiple accounts you control, or creating duplicate or substantially similar accounts, with or without the use of automation, is never allowed.
- Posting multiple updates (on a single account or across multiple accounts you control) to a trending or popular topic (for instance, through the use of a specific hashtag) with an intent to subvert or manipulate the topic, or to artificially inflate the prominence of a hashtag or topic, is never allowed.
Why the Update?
This comes in the wake of bot activity and spam behaviour, and the social media site will “no longer permit simultaneous tweets across multiple accounts containing identical content.” It is the world of politics that has been mostly guilty of this, but now it will be affecting us all.
The change means that looking after your own, or your companies’ multiple social media channels will now take more time. It’s more of an inconvenience than anything, but as marketers we are used to adapting behaviour.
What Can We Do?
One way around this change, would be to natively retweet content that you would previously have simultaneously posted across each Twitter account. Alternatively, instead of publishing each post simultaneously, you can go to each profile and create them individually.
Twitter even recommended retweeting as an option, but added that retweets “should only be done from a small number of distinct accounts that you directly control,” and that aggressive or ‘high-volume automated retweets’ are not permitted.