Two years post acquisition, and X’s relationship with advertisers has never been more complex
Exactly two years ago today (Oct. 28), billionaire Elon Musk started his first day as owner / CEO of then-Twitter. As the platform transformed into a hotbed of divisive content, many marketers swiftly pulled their ad dollars, anxious about their brands being tied to either controversial topics or Musk himself. Now, as the dust settles, the answer to the question of whether advertisers will reconsider their stance has never been more complex.
By now, the reasons for the standoff between Musk and advertisers are well-known and well-documented. But here’s a quick recap: After Musk’s takeover, advertisers pulled back from Twitter due to concerns over content moderation, erratic policy chances and brand safety.
This created a storm of uncertainty regarding the platform’s stability and user experience, leading many marketers to rethink their advertising strategies on what was then still Twitter. They realized Musk had become inextricably linked to the platform, and found that hard to reconcile.
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Source:: Digiday
