By Sandra Auren
What Happened
The tumultuous acquisition of Twitter by Elon Musk and his policy to allow accounts to flash the verified blue icon for $8 per month had users and Advertisers alike plagued by emotions ranging from uncertainty, hope, and anger but, most of all, confusion.
The Response
The Memes started popping everywhere! But this was expected. What Twitter did not foresee was to have users pay for verified accounts and pose as actual brands, delivering messages that went against brand values or were damaging to their image.
What The Numbers Are Telling Us
According to e-Marketer Twitter is not a safe bet for paid social advertisement as they forecast they will lose about 1.4 million U.S. users in the next 4 years. Not to mention the credibility of the platform is still in question. Instead, they recommend platforms whose audience is still strong, mature, and continuously growing, such as YouTube or even good old Facebook. For those brands that are trying to engage with a new generation of consumers, taking a bet on new platforms such as Tiktok, Twitch, Discord, and Substack may be a good addition to current paid social plans.
Leave a Reply