On January 31, 2023, Twitter quietly discontinued CoTweets, its collaborative posting feature that allowed two accounts to co-author tweets simultaneously. The announcement, posted to Twitter's Help Center, marked the end of an experiment that had been available to select users in the United States, Korea, and Canada since July 2022.
For social media marketers who had embraced this feature for team collaborations, influencer partnerships, and joint announcements, the discontinuation raised important questions about adapting strategies when platforms shift their offerings.
This guide examines:
- What CoTweets were and their purpose for marketers
- The rollout timeline and why the feature mattered
- The discontinuation announcement and its implications
- Alternative strategies for collaborative social media
- Best practices for adapting to platform feature changes
CoTweets by the Numbers
July 2022
Feature Launch
3
Countries with Access
6
Months Before Discontinuation
~1 month
Viewability of Existing Posts
What Were CoTweets?
CoTweets represented Twitter's attempt to enable true collaborative content creation on the platform. Unlike simple retweets or quote tweets, CoTweets allowed two accounts to jointly author a single tweet that would appear simultaneously on both profiles.
Key Capabilities of CoTweets
Unified Messaging: When two accounts co-authored a tweet, the content appeared as a single, cohesive message rather than a back-and-forth conversation. This was crucial for maintaining message consistency in joint marketing campaigns.
Cross-Audience Exposure: CoTweets automatically appeared in the feeds of both accounts' followers, effectively doubling the potential reach for collaborative announcements.
Shared Engagement Metrics: Likes, replies, and retweets on CoTweets were aggregated on the original post, simplifying the process of tracking campaign performance.
Primary Use Cases
- Brand Partnerships: Announcing joint ventures or product launches with partner accounts
- Influencer Collaborations: Creating authentic co-branded content with influencers
- Team Account Management: Adding human elements to corporate communications
- Event Co-Hosting: Joint announcements for events with multiple organizers
The Rollout Timeline
Twitter began testing CoTweets in spring 2022, initially making the feature available to select users in the United States, South Korea, and Canada. The limited rollout reflected Twitter's typical approach to new features, testing functionality with a smaller audience before broader release.
By July 2022, the feature had expanded to more users in these markets, though it never became universally available globally. The feature's relatively short lifespan--approximately six months from initial expansion to discontinuation--raises questions about its adoption and success.
Timeline Overview
| Phase | Date | Description |
|---|---|---|
| Testing | Spring 2022 | Initial testing with select users |
| Expansion | July 2022 | Broader rollout in 3 countries |
| Peak Usage | Late 2022 | Widest availability period |
| Announcement | January 31, 2023 | Help Center notice published |
| Shutdown | February 2023 | Feature immediately discontinued |
The discontinuation came amid broader changes at Twitter following Elon Musk's acquisition of the platform in late 2022, part of a larger pattern of feature evaluation and removal during the platform's transition period.
Effective approaches for maintaining collaborative content when platform features change
Coordinated Posting
Partners agree on timing and messaging, with each account posting the same content with appropriate @mentions. Requires more manual coordination but achieves similar reach.
Quote Tweet Strategies
Using quote tweets to add commentary to a partner's original post creates collaborative content that combines both voices while maintaining individual attribution.
Thread Collaboration
Collaborative threads can be published as a series where each account contributes different sections, ideal for educational or multi-perspective content.
Best Practices for Platform Feature Transitions
When platforms announce feature changes, proactive marketers can minimize disruption by following established response protocols:
Immediate Actions
Stay Informed: Follow official platform blogs, developer communications, and industry news. Twitter typically announces significant changes through @XDevelopers and official blog posts. Implementing a comprehensive SEO monitoring strategy can help track these announcements efficiently across multiple platforms.
Document Current Workflows: Before features are discontinued, document how your team currently uses them. Understanding exactly what functionality you're losing makes it easier to evaluate replacements and plan transitions.
Test Alternatives Early: When discontinuation is announced, begin testing alternatives immediately. This provides time to refine workflows before the feature actually shuts down.
Communication Guidelines
Notify Stakeholders: Internal teams and external partners need advance notice of workflow changes. Clear communication prevents confusion and maintains collaborative momentum.
Set Clear Expectations: Establish new workflows and provide training on alternative approaches. Ensure everyone understands updated processes and timelines.
Maintain Core Strategy: Focus on underlying goals--building audience relationships, fostering partnerships, creating valuable content--that remain valid regardless of specific implementation tools.
Phase 1: Assessment (Immediate)
- Audit current use of CoTweets across all accounts
- Identify which collaborative scenarios will be most affected
- Document performance metrics of recent collaborative content
- Notify internal stakeholders and partners about the transition
The Future of Collaborative Social Media
Despite CoTweets' discontinuation, the demand for collaborative social media features continues to grow. Platforms recognize that modern marketing increasingly depends on partnerships, team workflows, and authentic co-creation.
Building Platform-Resilient Strategies
The key insight from CoTweets' discontinuation is not mourning any single feature but developing adaptive strategies that thrive regardless of platform-specific tools. Consider these strategic approaches:
Multi-Platform Approach: Develop collaborative content across multiple platforms. A partnership might include simultaneous content across Twitter, Instagram, LinkedIn, and other platforms, using each platform's native collaboration tools. Leveraging AI-powered automation solutions can streamline multi-platform content distribution and coordination.
Owned Audience Channels: Diversify audience touchpoints through email lists, professional web development, and community platforms less subject to platform whims. Social media remains essential for discovery, but diversification provides stability.
Genuine Partnership Focus: Build authentic relationships with partners that transcend any single platform. The most sustainable collaborations work regardless of specific feature availability.
Emerging Alternatives
Other platforms offer collaboration features that may address similar needs:
- Instagram: Multiple account tagging in posts and stories
- Facebook: Collaborative post creation in groups and pages
- LinkedIn: Multiple contributor posts and articles
- TikTok: Duet and stitch features for response-based collaboration