When it comes to how platforms have changed marketing in 2022, perhaps the biggest shakeup is also the most recent. Since Elon Musk acquired Twitter two months ago, many marketers have grappled with pausing advertising with the platform, how to handle organic content or whether to leave the beleaguered blue bird entirely. On the other hand, some still seem to like it even in the new era.
The true impact of Musk’s ownership on Twitter and its advertisers might be murky for a while, but some say the upheaval will collectively cost the company tens of millions in lost ad revenue.
It’s not just about the ads. Many companies use Twitter for customer service channels, social listening, announcements or other efforts that either isn’t as feasible on rival platforms or even the same fit elsewhere. The dynamics have also created a catch-22 situation for brands.
“You can no longer even just advertise on Twitter,” said Gali Arnon, chief marketing officer at Fiverr. “By even advertising on Twitter, that’s taking a stand. Whether you are removing your ads, that also says something about you as a brand. We actually hear from customers that either like or don’t like the fact that we are actually still on Twitter, but the funny thing is those customers are complaining on Twitter.”
The widening cracks in social media’s legacy walled gardens have also made room for brands looking to find fresh ways to grow new audiences and foster conversations with consumers. Beth Tripaldi, vice president of connections strategy at Huge, said some brands have begun shifting budgets into “really unique pockets” such as Reddit and Discord. (Discord doesn’t allow ads, but many brands have formed their own servers as a way to connect directly with fans.) Although breaking larger audiences into niche communities can be challenging compared to traditional social media marketing, she thinks it also comes with new creative opportunities.
“Those that are actually driving the conversations around it aren’t really empowered or set up in order to scale from that,” Tripaldi said. “That’s where brands can come in. They can really be more facilitators that can help with adding value.”
By Marty Swant – GigiDay
