Twitter’s expansion to 280 characters has rolled out publicly after the company cited data backing up its decision that showed how the character constraints impacted users differently, depending on their language. Twitter referenced that those who tweeted in languages like Japanese, Korean and Chinese were able to express around double the amount of information in a single character, compared with users who spoke English, Spanish, Portuguese or French. Twitter typically shows significantly less engagement compared to other social platforms like Snapchat or Instagram. Twitter needed to do something to stay relevant. We argue that brands and marketers are not really too concerned with length of posts, it’s more about consumer engagement. At the end of the day, the company believes that the key to growing its user base is making the service easier for newcomers. Reducing roadblocks –like the inability to finish a thought – could help with that. Twitter is fighting hard against their current public perception and when President Trump campaigns to shut down Rose McGowan’s account, it is hard not to feel that the ‘millennial journalism’ is on its way out. Now that Twitter users have more characters to express themselves, this could be a ticking time bomb. Twitter users will get sloppy, say too much, and say it poorly. So, will 280 characters save or destroy Twitter?