Some companies have already announced that they will pause their paid advertising on Twitter. This phenomenon, which follows the acquisition of the company by Elon Musk, is confirmed today. The Washington Post conducted an analysis of data on the purchase of advertising by the largest advertisers on the platform.
And according to the American newspaper, dozens of companies have suspended their payment communication on Twitter. In total, more than a third of traditional advertisers have not taken up ad space on the platform for at least two weeks. Among them, 14 were still in the top 50 advertisers.
In Europe, the Stellantis car group announced that it would stop advertising on Twitter in early November. The reason given is the need for a “better understanding of the future of the platform under its new management.”
But the flight of advertisers affects all sectors. The Washington Post was thus able to identify the pharmaceutical manufacturer Merck, the food specialist Kellogg, the telecommunications company Verizon and even the beer brand Samuel Adams. None of these companies has contracted advertising on the social network in recent weeks.
90% of revenue from ads
This reality gives weight to the change in the economic model foreseen by Elon Musk. While Twitter made nearly 90% of its revenue from advertising, the new boss now wants subscriptions to drive the majority of sales. Also, if advertisers flee, the number of active users increases
That is why he proposed as soon as he reached the head of the platform that anyone could receive a certification badge for eight dollars a month. This move had caused such chaos that this assignment was first postponed until November 29, then indefinitely.
During the device’s brief deployment, users had used their paid certification to impersonate individuals or companies. A fake account of the American branch of Nintendo had thus published an image of his character Mario showing the middle finger. Risks taken very seriously by companies.
Source: BFM TV
