What’s happening to Twitter?

December 5, 2022

Let’s just say Twitter is ending its year on the wrong foot…

If you’ve been catching up on the platform recently, you’ll probably have seen the trending hashtags #RIPTwitter or #TwitterIsOverParty.

Following the launch of a monthly blue tick payment, and weeks of mismanagement by new owner ‘he who Musk not be named’ (did you see what we did there?!), brands are now questioning if they should pause their ads on Twitter.

Insider reports “Twitter’s offices abruptly shut down on Thursday as hundreds of employees refused to continue working under Elon Musk’s new vision for the social platform.”

In the short time since Musk took over the app, and cut around 50% of its staff as part of his reformation, many brands are now reconsidering their approach to Twitter advertising, and don’t want to be associated with his promotion for a new focus on free speech.

Now, is it worth considering the pause of your Twitter ads?

Since the takeover, at least six major companies like; Volkswagen, Audi, General Mills, General Motors, and Mondelez have stopped advertising on the platform – it’s highly likely that other brands will follow in their footsteps soon, if not already.

If you’re still unsure of what is best for your brand, check our recent Serious Social live, where Colin Jacobs and Katy Howell debate the ‘Musk’ debacle, brand safety concerns, issues over data, and the alternative social platforms for brands to consider.

Latest Posts

B2B marketing feels slower because you’re selling to a buying group, not a decision maker. Forrester says the average buying decision involves 13 people and 89% of purchases involve two or more departments. Add three generations with different trust cues and you get rework, internal debate, and “one more version” forever. Buyers are also doing more research without sales, which makes guessing expensive. This LinkedIn Live with Tejal Patel is about buyer behaviour, trust cues, and what social is doing in research and validation, so you can build one narrative that travels across the group and saves your team time.

We’re only a couple of weeks into 2026, and social already feels…different, in the best way possible. This year isn’t just about flashy new features or the next viral sound; it’s about making the internet feel more human, more useful, and a lot less exhausting.

Buyers are hunting answers, and social is deciding who they trust The short answer Mahoosive behaviour change for customers is already here. Search is being replaced by an answer layer, and social is feeding it. When Google’s AI Overviews show up, people click less, sessions end sooner, and your carefully-crafted…