Twitter: Elon Musk said on Friday that Twitter would pay verified content creators for ads in their replies. This means every time such a creator posts content, adds in his replies could fetch revenue for him.
The first payment block would be $5 million.
There is a rider, though. Only verified content creators count in this scheme and ads that get served to other verified content creators qualify for revenue.
Channel News Asia (CAN) reports that Twitter is struggling to retain advertisers ever since Musk acquired this platform for $44 billion.
Ex-NBC Universal veteran Linda Yaccarino took over as Twitter’s CEO in May 2023. Twitter watchers expect her to improve the messaging platform’s advertising revenues.
Fewer advertisers
Several advertisers have complained that their ads aren’t going to the right people. Bad advertisement placement has compelled marketers like Coca-Cola, Jeep, Unilever and Wells Fargo to stop advertising on Twitter.
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According to Hindustan Times, Twitter has lost $4.5 billion in advertising revenues.
Musk did undertake some measures to shore hum ad revenues. He launched a ‘Fire Sale’ offer during Super Bowl to bring back advertisers.
Twitter also ran a brand safety campaign “that promised to prompt advertisers in case their ads appear alongside unsafe or inappropriate content.”
Meanwhile, Joe Benarroch has taken over business operations at Twitter. He also comes from NBC Universal. He was welcomed warmly into the company by Linda Yaccarino, the new CEO.
Mass firings
Musk has so far fired 75% of Twitter employees since taking over the social media company. Many of these employees had deep relationships in sales and marketing.
Recently, Twitter’s head of trust and safety Ella Irwin resigned from the company. Reuters reports that A.J. Brown, head of brand safety and ad quality, has also resigned from Titter.
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