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A growing number of companies are freezing their Twitter ads after the acquisition of Elon Musk

General Mills and Audi are the latest big advertisers to halt ads on Twitter as questions swirl about how the social media platform will work. Under new owner Elon Musk,

Spokesperson Kelsey Romhildt confirmed the move Thursday to Minneapolis-based food brands such as Cheerios and Annie’s Macaroni & Cheese. “As always, we will continue to monitor this new direction and evaluate our marketing spend,” she said.

Audi spokesman Whavon Choi-Wils said the German automaker was stopping advertising and “will continue to evaluate the situation.”

Advertisers worry about whether content moderation will remain as tight-lipped as it has been under Musk — a self-described “free speech absolutist” — and whether staying on Twitter could damage their brands.

Shortly before taking over the San Francisco company last week, Musk issued a pledge to advertisers that he would not allow Twitter to become a “free hellscape for all,” a sign that violators of its rules against harassment would There will still be consequences for, violence, or misinformation related to elections and COVID.


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but since then some users racial slurs posted And it re-circulated long-discredited conspiracy theories in an apparent attempt to see if the site’s policies were still being implemented.

Spike in hate speech

Researchers at Montclair State University found that the platform saw a much “hostile” atmosphere in the 12 hours immediately after Musk’s Twitter takeover. The team found tweets filled with “obscene and hostile” rhetoric aimed at targeting people based on their race, religion, ethnicity, and orientation as the “N-word,” “K-word,” and “F-word” Had to do. Find out how bad it got. He found an “immediate, visible and measurable spike” in those words.

The researchers also noted that more than 67% of tweets sent after Musk’s acquisition were accompanied by an increase in negative sentiment.

The NAACP said this week it has expressed its concerns to Musk about the “dangerous, murderous hate and conspiracies that have been spread on Twitter under his watch”.

Last week, General Motors announced that it had temporarily paused its Twitter advertising while it worked to “understand the direction of the platform.” GM described the pause as a normal step when a media platform undergoes significant change.

IPG Mediabrands sent a recommendation to customers on Monday that they stop advertising on Twitter for a week until more clarity comes about brand safety on the site, a person had seen the recommendation.

Other large Twitter advertisers such as Warner Discovery, Coca-Cola and Nestle did not respond to requests for comment about their advertising plans.

Some may evaluate their plans after Twitter’s new “Content Moderation Council” meeting. Musk has said he will not reinstate any accounts or make major content decisions before calling it quits. No date has been announced for that meeting.


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About 90% of Twitter’s revenue comes from advertisers, but it’s far from the largest platform that advertisers adopt for digital marketing. Google, Amazon and Meta account for about 75% of digital ads, with all other platforms combined making up the other 25%.

According to estimates from Insider Intelligence, Twitter will account for 0.9% of digital ad spend worldwide in 2022. Meta’s share will be 21.4% in 2022.

Twitter has lost most of its Top officials in the last week, including those in charge of advertising sales. The site’s chief customer officer, Sarah Persnet, tweeted earlier this week that she resigned from Twitter on Friday and was officially cut off her work access on Monday night. A few days ago, she said she had “great discussions” with Musk and expressed optimism about the company’s future.

Announcing her resignation on Tuesday, she said she still believes Twitter’s new administration understands the importance of upholding the “brand safety” standards she sought to champion.

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