What Happens to Twitter After Acquisition?
Twitter, one of the popular social networking platforms for marketing plans and advertising strategies has witnessed a change in its management.
For thousands of global businesses in their online marketing plans, Twitter-based advertising strategies are an integral part.
The paradigm shift in management certainly will have some implications on the business modus operandi of Twitter.
Essentially such changes could have some impact on the marketing plans and advertising strategies of the businesses too.
Post acquiring the Twitter brand, Elon Musk attempts to get Twitter’s advertisers to buy into his plan for the company’s future.
Even before internal discussions with the management and staff, Musk joined an hour-long “town hall” to answer advertisers’ questions and talk about strategic views and objectives for Twitter’s growth.
The question remains as to how such growth plans can impact advertising strategies, marketing plans, and other aspects integral to brands.
“We want to be, as I’ve mentioned before publicly, sort of the digital town square, where that is as inclusive as possible… Like, can we get 80% of humanity on Twitter, and talking, and maybe, ideally, in a positive way?”
Musk asked at the top of the call. “Can we exchange… instead of having violence, have words, and maybe occasionally people change their minds? The overarching goal here is like, how can we make Twitter a force for good for civilization?”
The above-mentioned expression from the new owner of Twitter (a popular platform for marketing plans and advertising strategies of brands) refers to the kind of paradigm change that could take place in Twitter in the near term, and how the businesses must be wary of emerging changes.
In simple terms, there could be some automation-based or bot-based promotions of Twitter advertising that could also get impacted.
Many global brands paused their advertising strategies with Twitter, and have stopped advertising on the platform, and there are instances of activists calling for a boycott.
This has hurt the company’s advertising business a lot. Musk said last week that Twitter’s income had dropped by a “massive amount” because of these actions.
Musk tried again to reassure advertisers that their brands would be safe on Twitter Spaces in his talk about it.
The big claim is about having ads next to hate speech is “not great,” and pitched Twitter Blue to stop people from saying hateful things on the platform.
Musk said that with the new Twitter Blue, brands will have to pay for the blue check just like everyone else.
Musk also talked more about his ideas about how to moderate content, but he didn’t say how Twitter’s rules might change or how its moderation council might work. Musk also quoted, “I think we have to be tolerant of ideas we don’t agree with, but those ideas don’t need to be pushed.”
People who are familiar with the company’s finances say that Twitter has reached the time of year wherein long-term contract negation happens for the brand advertising strategies on the Twitter platform. These deals bring in more than 30% of the company’s U.S. ad revenue.
Advertisers and ad buyers say that many of these talks haven’t happened or have been put on hold because of uncertainty about the company and the chaos in its ad sales department after several top executives left since the takeover.
This directly has some impact on how the brands are considering their advertising strategies and marketing plans over the Twitter platform.
Considering the speed at which the decisions on the advertising take place as part of the advertising strategies to reach the target groups, the emphasis is on how quickly Twitter can reflect its internal strategies and provide clarity for the global brands to work on effective advertising strategies and marketing plans.
Advertisers concerned with marketing plans are worried about Twitter’s instability after losing top leadership through layoffs and resignations.
They are also worried that their brands could end up next to offensive posts because Mr. Musk has said he wants to cut back on content moderation.
Over the past few years, as the digital ad market has grown and given advertisers more places to spend their money, Twitter has lost some of its power.
This includes a rise in ad-supported platforms for streaming videos, the quick rise of TikTok, and ad businesses run by big retailers.
Related: The Rapid Rise of TikTok 2017 – 2022
As a result, the macro-level advertising strategies and marketing plans of the businesses are undergoing transformation post the Twitter management change.
Considering the enormity of the uncertain scenario on Twitter, businesses must focus on alternative options for succeeding in their digital marketing plans.
For the changes and impacts of one social media platform, global brands or even small businesses can’t remain in the status quo and needs to focus on alternatives.
For the advertising community, many new-age options and solutions are emerging in the public domain, and this could be a competitive scenario to try new avenues for digital marketing plans.
Some of the simple options for businesses are about reducing the advertising strategies spends over Twitter and increasing the budget for marketing plans over other platforms like Facebook, Instagram, or other such options.
Also, businesses can work towards improving their marketing plans towards Google advertising.
Businesses can quickly pivot and turn their attention and marketing plans over to Google Advertising in effective ways, wherein there are multiple options available for the businesses.
Choosing from such solutions and working towards the right model of advertising strategies from Google Advertising can help businesses deal with their advertising strategies more effectively.
While it can be the discretion of the management and stakeholders towards the further evolution of Twitter, its policies, and practices, businesses cannot be in the wait-and-watch mode and need some effective alternatives for dealing with their advertising strategies and marketing.
Google Advertising avenues like search engine marketing, Youtube marketing, in-app marketing, etc. can be a potential alternative for businesses to consider for managing their marketing plans.
Was your business relying highly on Twitter for your marketing plans and to reach your target markets, now is the time to consider alternatives?
Reach out to Exabytes Malaysia for more consultation on the alternate avenues for your digital marketing plans.
