one in three advertisers have withdrawn since the arrival of Elon Musk

Symbol of reluctance towards Elon Musk, an analysis of data from the Washington Post shows that more than a third of advertisers have not taken up advertising space in the past two weeks.

Some companies have already announced that they are pausing their paid advertising on Twitter. This phenomenon, which follows the acquisition of the company by Elon Musk, is confirmed today. The Washington Post conducted an analysis of data on the purchase of advertising by the largest advertisers on the platform.

And according to the American newspaper, dozens of companies have suspended their paid communication on Twitter. In total, more than a third of traditional advertisers have not taken up advertising space on the platform for at least two weeks. Among them, 14 were yet in the top 50 advertisers.

In Europe, the automotive group Stellantis announced that it would end its advertising on Twitter in early November. The reason given is the need for a “better understanding of the future of the platform under its new management”.

But the flight of advertisers affects all sectors. The Washington Post was thus able to identify the pharmaceutical manufacturer Merck, the food specialist Kellogg, the telecommunications company Verizon and even the beer brand Samuel Adams. None of these companies have contracted advertising on the social network in recent weeks.

90% of revenue from ads

This reality lends weight to the change in economic model envisaged by Elon Musk. While Twitter had made almost 90% of its revenue from advertising, the new boss now wants subscriptions to generate the majority of sales. Moreover, if the advertisers flee, the number of active users increases

He therefore proposed as soon as he arrived at the head of the platform that anyone could receive a certification badge for eight dollars per month. This measure had caused such chaos that this allocation was postponed first until November 29, then indefinitely.

During the short implementation of the device, users had used their paid certification to usurp the identity of people or companies. A fake account of the American branch of Nintendo had thus published an image of his character Mario giving the middle finger. Risks taken very seriously by companies.

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