Platform Discontinued

Revue was shut down by Twitter/X in January 2023, just two years after acquisition. Users were given limited notice to export their data. This review serves as a case study in platform risk and why terms of service regarding data portability and shutdown procedures matter.

Overview

Revue was acquired by Twitter in 2021 with promises of deep integration and growth. However, following Elon Musk's acquisition of Twitter, Revue was abruptly discontinued in early 2023. The platform's shutdown demonstrates the significant risks of building your newsletter business on platforms owned by larger companies with shifting priorities.

What Went Wrong

  • Abrupt Shutdown: Users received minimal notice before the platform was discontinued, scrambling to migrate subscribers.
  • Data Export Limitations: While email export was available, formatting, archives, and subscriber engagement data were difficult to migrate.
  • No Acquisition Protection: Terms did not adequately protect users in the event of ownership changes.
  • Platform Dependency: Deep Twitter integration became a liability when ownership priorities changed.
  • Lost Subscriber Relationships: Paid subscriber relationships were disrupted with no seamless migration path.
  • Archive Loss: Historical newsletters and engagement data were lost for many users.

Lessons for Newsletter Creators

  • Own Your List: Regularly export and backup your subscriber list to multiple locations.
  • Read Shutdown Terms: Understand what happens to your data if a platform shuts down or is acquired.
  • Consider Self-Hosting: Platforms like Ghost offer self-hosting options that protect against shutdowns.
  • Diversify Communication: Don't rely solely on one platform to reach your audience.
  • Evaluate Ownership: Consider whether a platform is VC-funded, recently acquired, or has stable independent ownership.

Data After Shutdown

Following shutdown, Twitter/X's terms governed any retained data. Users had a limited window to export subscriber emails. Newsletter archives, engagement metrics, and detailed subscriber data were largely lost. This case exemplifies why data portability clauses in terms of service are critical for any platform you build a business on.