3 reasons for its success

the change did not achieve the goal of encouraging the user to add their own ideas

Two months ago, we informed you of Twitter's decision to 'discourage' users from direct retweets (leaving only the option to quote another tweet).

The measure was presented as temporary, with the justification of fighting hoaxes within the framework of the US electoral campaign, although was implemented globally... and the door was left open so that it could be maintained after these elections.

Now, finally, with Joe Biden confirmed as president-elect after several weeks of controversial electoral claims, Twitter has announced the return to the old retweet format.

Apparently, all users have already recovered the 'traditional' option at this time to choose between direct retweet and retweet with mention.

A failed experiment

But then, has the Twitter experiment been successful? Have the objectives sought by those responsible for the social network been met?

"It was like handing a loaded gun to a 4 year old": the creator of the retweet regrets his idea

Let's see: the reflection that they made two months ago was that, although the traditional retweet would continue to be shown if the user chose not to write anything, the format limitation would encourage the user to add some nuance or own thought to shared content ...

... and, obviously, the use of retweets by appointment increased, but 45% of them added only one word, and up to 75% added less than 25 characters. It does not seem that there is much room for qualification and own ideas there.

Let's add to that, globally, the amount of content shared decreased (The increase in retweets by appointment did not compensate for the decrease in traditional RT's), which explains why Twitter has now decided to return the waters to its course:

"We will continue to focus on fostering more thoughtful content delivery. We believe this requires multiple solutions, some of which may be more effective than others."