Two years on, has Elon Musk’s takeover of Twitter transformed the platform or tarnished it beyond repair?
Two years post-Elon Musk’s Twitter takeover, advertisers increasingly view the platform as unsafe, risking ad revenue. While Musk’s supporters commend free speech moves, trust issues loom.
TL;DR | Highlights from this story
● Elon Musk’s acquisition led to a drastic rebrand of Twitter into “X” with significant moderation adjustments.
● Supporters celebrate Musk’s free speech advocacy, while critics blame X’s issues on misinformation and hate.
● With only 12% confidence, marketers increasingly view X as unsafe, risking ad revenue loss.
● Fewer marketers feel secure advertising on X, driving them to platforms like Google and Instagram.
I n the two years since Elon Musk acquired Twitter for a jaw-dropping $44 billion, the platform has seen dramatic shifts, from its rebranding as “X” to a near-complete overhaul of its moderation and advertising practices.
While some hail Musk’s changes as bold steps towards unbridled free speech, critics argue that the platform has become a hotbed of unregulated content (full of disinformation, conspiracy theories, and hate speech) and brand risk, leaving advertisers and some users disillusioned. The latest report from Kantar Media Reactions indicates that marketing professionals increasingly see X as an unsafe and unreliable advertising environment, a view that could shape the platform’s future.
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