Twitter is changing how URLs are represented in tweets and this change increases the length of the link wrapper that Twitter uses to display URLs. What this means is that a longer wrapper causes a trade-off for the actual commentary of the tweet. There are now less characters available to the tweet itself.
For the digital marketing company this will make tweets harder to make. Writing will need to be denser and more concise. The reduction is not significant, the new link wrapper is only 2 characters shorter than the previous version, so it is likely to have little impact on the digital marketing company. However, approaching the new length might require new systems and possibly a thesaurus. Even though the reduction is only 2 characters it might still become an issue when the length is only 117 characters. The digital marketing company will need to be careful and extra vigilant when learning the new format.
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