Since he took Elon Musk Management of Twitter, has become platform An unsuitable environment for advertisers and the result has been an unprecedented withdrawal of advertisers from a platform whose major revenue comes from ads for fear that their brands will be dragged into the chaos that is happening, and many have started to wonder where advertisers are they spending the millions of dollars they were spending on Twitter?
One option some advertisers have made is to reallocate that money to other platforms, so which platforms are making the most of Twitter’s chaos right now?
Snapchat App Benefits Big From Ending Ad Spend On Twitter Last October; While the number of visits to (ads.twitter.com) decreased by 19%, the number of visits to (ads.snapchat.com) increased by 47%. According to data from the digital analysis company (Similarweb).
The Social Element is one of several ad agencies that advised clients to halt ad spending on Twitter in the first few weeks of Musk’s tenure. Since then, the agency has required clients to use social listening tools to find out which alternative platforms their audience is using.
And he has She said Tamara Littleton, CEO of the agency, told Digiday, “If our client’s key audience leaves Twitter because of what’s going on right now, we will have a lot of fun. Maybe we’ll invest more in (TikTok) TikTok where the community is much more welcoming and it’s a fun place for brands.”
As Graeme Douglas, co-founder of Bicycle London put it: “He usually advises the client to reallocate the advertising budget to other channels if they have a primary objective to achieve”. But he noted that customers are increasingly cautious at the moment.
Apart from the chaos that has occurred on Twitter, the global economy is currently seeing many events and this has led to a decrease in overall ad spend across all platforms, so all brands are currently looking to spend wisely across platforms with maximum impact.
Other platforms participating in the competition:
Many platforms have started taking advantage of what’s happening on Twitter now, to promote themselves as the safer alternative at the moment. (Concert) Posting via LinkedIn last week in an effort to capitalize on Twitter’s woes.
Written by (AJ Frucci) via LinkedIn: “For any marketers pausing or reallocating their ad spend on Twitter right now: Concert is a safe and effective alternative that delivers premium brand ads in trusted and reliable media environments. We’re open for business in the fourth quarter and we’ll make sure your brand looks great.”
It is worth noting that the platform (Concert) was founded in 2016 as a partnership between Vox Media and NBCU to provide innovative, effective and specific advertising solutions for target audiences, as it distributes (Vox Media) through its eight distinct brands in American media, namely: The Verge , Vox , SBNation and Eater, Polygon, Racked, Curbed and Recode Dynamic ads that specifically adapt to each target audience. By combining premium technology, immersive video with digital journalism, the company delivers ads that advertising partners can trust.
I also tried the Pinterest platform (Pinterest) Attend the event, where (Adam Tilian), VP of Media Services at Digital Marketing Agency (New Engen), mentions: Pinterest’s rep at New Engen sent the team a paper titled “Competition to Win: The Twitter Edition”; In it, he outlines how Pinterest provides a trusted and safe environment for brands, and specifically details the concerns people might have about Twitter today.
The underlying message in the document appears to be: “If you leave Twitter, we can help you address these concerns here on Pinterest, where you’ll be safer.”
Many platforms are currently using the opportunity to appeal to brands that have stopped their advertising on Twitter, showing that Twitter has become an unsafe environment and instead other platforms are becoming safer for brands, regardless of their effectiveness.
Ad agencies have also had to double down on their operations and production efforts to create local content for other platforms, most notably: TikTok.
All this and Musk is still continuing his controversial policies on a platform whose revenue comes mainly from ads, so will we see Twitter collapse any time soon, as pundits expect?
