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Shira Ovide

#Longer Tweets Won't Work

The company needs to appeal to the masses.

Jack Dorsey, who recently retook the throne at Twitter, has rightfully said his company needs to do more to appeal to the masses rather than just to the technology, media and celebrity narcissists who hang out on Twitter now. There's just one teeny hurdle: Most people still can't figure out why they need to use Twitter at all. And the company is considering a move that further muddies Twitter's appeal beyond its 1 percent.

The company may erase what has been Twitter's identifying feature -- a limit on posts to 140 characters, roughly the length of this sentence. Twitter is considering raising the cap to thousands of characters, perhaps as many as 10,000, according to my Bloomberg News colleague Sarah Frier. (Technology news publication Re/code reported the news earlier.)