TWITTER OWNER ELON Musk's recent decision to limit the number of views on posts has sparked a furious debate among potential advertisers. Experts argue that this move will prompt brands to abandon the platform and allocate their resources elsewhere, exacerbating the trust issues it is facing after the billionaire assumed control last year. A report by Pathmatics reveals that over half of the top 1,000 advertisers in September 2022, including brands such as Coca-Cola, Unilever, and Merck, stopped spending on the platform by January 2023.
"Twitter's sudden and unexpected policy changes have caused turbulence and consternation amongst advertisers, bringing into question its role as a dependable advertising platform," says Samit Sinha, founder and managing partner, Alchemist Brand Consulting.
Traditionally, Twitter provided equal opportunity for all advertisers' followers to see their tweets. With the recent change by way of limiting tweet views, advertisers will need to adjust their strategy to maintain reach and engagement, as organic visibility will decline. "As a result, engagement levels, in the form of retweets and replies, are expected to drop," says Karan Anand, SVP, strategy, Interactive Avenues, the digital arm of IPG Mediabrands India.
Ad spending on social media platforms in India stands at $1.28 billion currently and less than 2% of the digital ad spends in the country pass through Twitter.
This story is from the July 10, 2023 edition of Financial Express Mumbai.
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This story is from the July 10, 2023 edition of Financial Express Mumbai.
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