Twitter is now fulfilling its promise to display fewer advertisements to Twitter Blue subscribers. The company has added information to its Support Center regarding how “Half ads” will function.

Why it matters. If you advertise on Twitter or are considering doing so, this change may have a minimal effect on ad reach. “Minor” because the total number of Twitter Blue subscribers represents less than one percent of the service’s total user base.

The For You and Following timelines are the only ones that this will apply to. There are currently slightly around 500,000 people subscribed to Twitter Blue.

What has altered? Twitter has added the following details:

“See approximately 50% fewer ads in the For You and Following timelines. As you scroll, you will see approximately twice as many organic or non-promoted Tweets placed in between promoted Tweets or ads. There may be times when there are more or fewer non-promoted Tweets between promoted Tweets.”

Evidently, “Half ads” on Twitter will not be “half ads.” It will be limited to the For You and Following channels with an approximate 50% reduction.

Where “Half ads” is not applicable. Twitter specified the following areas where it will not apply, but noted it is not “limited to” these:

  • There are advertisements on profiles.
  • Ads in Tweet replies.
  • Explore events that are promoted.
  • Promoted fashions.
  • Follow promoted accounts.

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