Among other measures, Twitter’s new chief is also planning to bring high-profile celebrities, political figures, and other content creators to the platform.
American multinational microblogging site Twitter’s new chief executive officer Linda Yaccarino is reportedly working on implementing a slew of strategies to bring advertisers back to the social media platform. It is noteworthy that some of Twitter’s top advertisers left the platform, while some slashed their ad spending after the chaotic takeover by billionaire Elon Musk.
The series of measures to bring back the advertisers who abandoned the platform will include introducing a video ads service to pursue more celebrities and raise headcount, Financial Times reported. Yaccarino is also planning to introduce full-screen, sound-on video ads that would be visible to users while scrolling through the microblogging platform’s new short-video feed, the report citing unnamed sources added.
In addition, Twitter’s new chief who started earlier this month is planning to bring high-profile celebrities, political figures, and other content creators to the platform. And, for this, Yaccarino is meeting media partners, publishers, and talent agencies. Additionally, the Twitter head is also in discussions with Google about a broader partnership that would include advertising and access to some of Twitter’s data. She is also renegotiating multiple contracts with tech giants like Amazon, Salesforce, and IBM into single broader partnerships.
Meanwhile, there is no official comment from the company on the matter yet. In March, it was reported that advertising spending on Twitter declined by 71% in December, up from a fall of 55% in November i.e. just a month after Musk’s takeover. Fourteen of the top 30 advertisers on the social media site had completely stopped advertising on the microblogging platform following the change of Twitter’s ownership in October.
Musk, who is also the head of the American electric car company Tesla, bought Twitter for $44 billion last year. Following Musk’s takeover, the Blue Bird has managed to garner regular headlines about its weakening content moderation policies, a surge in fake accounts, and re-activation of accounts of some controversial celebrities.
The company is also undergoing several legal proceedings relating to non-payment of rent for its offices and other services acquired by the company. It is no surprise that the social media company has been since reeling financially as it introduced several cost-cutting measures including laying off several of its employees.
In an interview with BBC in April, Musk admitted that running the microblogging company has been “quite painful” and “a rollercoaster.” He said that he bought Twitter because he thought he would be forced to do so legally. Twitter is “roughly breaking even” and most of its advertisers have returned to the platform, Musk said at the time.
