On today’s episode of MarketScale TV, Voice of B2B Daniel Litwin sits down with Joe Sinkwitz, founder and CEO of Intellifluence, to give analysis on Twitter’s official acquisition of newsletter platform Revue and whether the hopes to bring more writers and publishers to the Twitter content ecosystem will pay off.

Revue has become a popular platform for long-form content creators, where thought leaders and journalists can grow a following over email rather than compete on social media sites. It boasts subscription-based business model, with a free version that lets writers send newsletters to up to 50 people, and a paid version that lets them email up to 40,000 people.

Over the years, Twitter has slowly made moves to distance itself from its original 140-character format, but acquiring Revue marks the sites first full attempt to get into the long-from content space.

In a statement, Product Lead Kayvon Beykpour and VP of Publisher Products Mike Park said Revue’s existing base of writers were going to be a “valuable part of the conversation and it’s critical we offer new ways for them to create and share their content, and importantly, help them grow and better connect with their audience.”

As for how the acquisition will change the nature of Twitter as a social media offering, Beykpour and Park framed it as a deal that will “help people stay informed about their interests while giving all types of writers a way to monetize their audience – whether it’s through the one they built at a publication, their website, on Twitter, or elsewhere.”

Sinkwitz & Litwin break down whether this is a positive strategic move for Twitter, how Twitter’s audience will change, how this sets up Twitter to compete against other social media companies and content curation platforms, and whether this move indicates anything about the viability of short-form social media content moving forward.

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