Business - June 14, 2023

Challenges in Twitter Advertising: Sales Decline and Advertiser Pressure

The significant 59% decline in sales for Twitter’s advertising company in the United States is causing growing concerns. This downward trend can be directly attributed to the rise in harmful content, including hate speech, pornography, and advertisements promoting gambling and marijuana on the platform. Such content not only compromises the user experience but also dissuades advertisers from associating their brands with the platform.    Elon Musk, the CEO of Twitter, has acknowledged the extreme pressure being exerted by advertisers in Europe and North America. This mounting pressure has led to the disappearance of half of the advertisements, creating a challenging environment for the company. There are concerns that this situation may further escalate, potentially leading to severe financial repercussions. In light of these inherited challenges, the newly appointed CEO of Twitter, Linda Yaccarino, faces an uphill battle. However, she is determined to reverse the current situation and restore profitability to the company. It remains to be seen what specific measures will be implemented to address these issues and regain the trust of advertisers. The future of Twitter as a prominent advertising platform hangs in the balance. It is crucial for the company to find effective solutions to combat harmful content, provide a safer environment for users and advertisers, and regain the confidence of brands. The success of these efforts will shape the trajectory of Twitter’s advertising business and its overall position in the market.

Text credits:https: The New York Times  adpted from by Vinícius Pascoal

Photo credits: photomontage: Vinícius Pascoal

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