From Cookie Monster to Law & Order, 11 Brands Jumping Into Twitter's New 280-Character Craze

The trend is not necessarily a good thing

Twitter’s latest feature, allowing tweets to be 280-characters long instead of 140, is rolling out to all users this week.

When Twitter was testing long tweets, only 5 percent of tweets in the test had more than 140 characters, and just 2 percent had more than 190 characters.

As brands get a hold of this new capability, they’re bound to experiment with the format and see how their followers react. Below are a few of the brands who are running with longer tweets for better or for worse.

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