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Celeb tweets or advertisements?

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By NewsGram Staff Writer

With Digital India being organized just a few weeks back, who would have thought of such quick results?

Hitherto, brands were doing events and campaigns with B-town celebrities in order to promote their products. But now there is an all new wave, ‘tweet-only’ deals, wherein the celebrities post messages in support of the brand on Twitter for a fee of Rs 1-5 Lakhs per message. These tweets camouflage the brand advertising in a way that makes the reader feel that the actor is narrating a personal experience with the product, whereas it is a sort of advertisement of the product.

Digital brand association is a popular trend abroad and has now picked up its momentum in India as 543c477e9547e_jpgwell. While Sonakshi Sinha tweets for fashion brands, Asus India and Starbucks, Yuvraj Singh has a deal with UC browser, a part of the Alibaba group.

These actors/actresses are chosen on the basis of their “number of followers” which allows the dissemination of their tweets and the brand as well. It is not as if these actors manage their Twitter accounts personally. They have well-paid social media managers who can publicize the product in 140- words and get attention for the same.

While Sinha charges Rs. 4-5 lakh per message, Priyanka Chopra and the newly-wedded Shahid Kapoor are known to cost 10-12 lakh per message. Brands like Asus, Starbucks and Honda are eminent enough to have their own Twitter accounts and tweets but they resolute to do their endorsements via celebrities because of their popularity and the ‘personal touch’ that these actors would give to their products.

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Twitter Testing a New Feature Called ‘Hide Replies’

A Twitter user can also hide replies that attempt to correct misinformation or offer a fact check

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FILE - A man reads tweets on his phone in front of a displayed Twitter logo. VOA

You will soon be able to hide replies in the conversation thread on Twitter that are offensive, hateful or racist in nature. The micro-blogging platform is testing a feature called “Hide Replies”, beginning with users in Canada which will be rolled out globally.

It is not the equivalent of a delete button but hides replies behind an icon.

If your followers still want to see the hidden replies, they can press the icon and view those.

“We’re testing a feature to hide replies from conversations. This experience will be available for everyone around the world, but at this time, only people in Canada can hide replies to their tweets,” Twitter Support posted late on Wednesday.

“They’ll be hidden from the main conversation for everyone behind a new icon. As long as it hasn’t been deleted and/or is not from an account with protected tweets, everyone can still interact with a hidden reply by clicking the icon to view,” it added.

Twitter CEO
This April 26, 2017, photo shows the Twitter app icon on a mobile phone in Philadelphia. VOA

The aim, said Twitter, is to have healthy conversations on its platform.

There is, however, a downside to the feature.

“For example, a user could choose to hide replies that simply disagreed with their views. This would then create a ‘filter bubble’ where only people who shared the original poster’s same opinion would have their comments prominently displayed,” reports Tech Crunch.

Also Read: Cyber Criminals Attack Nearly 10,000 Microsoft Customers

A Twitter user can also hide replies that attempt to correct misinformation or offer a fact check.

However, for Twitter, “transparency is important to us — that’s why we’re hiding the replies behind an icon where they can still be accessed. We want to give tweet authors control over their conversations, but in a way that’s open”. (IANS)