Elon Musk's decision to cap tweet visibility raises fears of adverse effects on advertiser relations
In a surprising move, Elon Musk, the CEO of Twitter, has imposed temporary limitations on the number of tweets users can view on the popular social media platform. This decision, made in response to concerns about data scraping and system manipulation, has received strong backlash from users, leading to discussions of quitting the platform and causing the hashtag #GoodbyeTwitter to trend.
Under the new guidelines, verified accounts can only view up to 10,000 tweets, while non-verified users are limited to 1,000 tweets per day. New, unverified accounts face even stricter restrictions, with access limited to 500 tweets. The duration of these limitations remains uncertain as Musk did not provide a timeline.
Marketing industry professionals have expressed their concern over the potential consequences of this move, particularly in relation to Twitter's efforts to attract advertisers and rebuild trust. Linda Yaccarino, the new Chief Executive of Twitter, had recently taken charge with the intention of repairing relations with advertisers who had previously pulled their content from the platform following Musk's acquisition.
Experts in the advertising industry warned that Musk's decision could undermine Yaccarino's plans and exacerbate the challenges she already faces. Mike Proulx, a research director at Forrester, described the move as "remarkably bad" for both users and advertisers. He emphasized that Yaccarino's task of regaining advertiser trust had become even more daunting due to the "chaos" Musk brought to Twitter. Proulx emphasized that Yaccarino's industry credibility alone would not be sufficient to reverse the advertiser trust deficit.
Lou Paskalis, founder of advertising consultancy AJL Advisory, regarded Yaccarino as Musk's last hope in salvaging ad revenue and restoring the company's value. Paskalis expressed disappointment, suggesting that Musk's decision indicated an inability to empower Yaccarino to mitigate the consequences of his actions.
Jasmine Enberg, principal analyst at Insider Intelligence, echoed these concerns and warned that the limitations imposed on users' tweets could have a "catastrophic" impact on Twitter's business. Enberg emphasized that this move would make it even more challenging to convince advertisers to return to the platform, which had already faced significant hurdles in rebuilding advertiser confidence.
As Twitter grapples with the fallout from this controversial decision, industry professionals anxiously await the potential long-term ramifications for the platform's advertising revenue and overall viability.
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