What’s happening to Twitter?

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.

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