Elon Musk’s Turbulent Takeover of Twitter and Its Impact on Advertising Revenue

According to communications expert Fons Van Dyck, Musk had urgently someone who came to put things in order in the company. “Twitter has had a very turbulent 2022 due to the hostile takeover by Elon Musk. 75 percent of the staff was fired by Musk, and what made it even more dramatic was that the advertising world worldwide took a big hit, including the war in Ukraine and the energy crisis,” says Van Dyck in “The morning” on Radio 1.

As a result, Twitter’s advertising revenues have also fallen sharply. But there is more than the war and the energy crisis: “Some very large advertisers, including Coca-Cola and Unilever, have cut advertising budgets from Twitter because they feared that Musk’s arrival would facilitate more hate speech and toxic messages on Twitter.”