Quick POV on shakeup at Twitter

On this episode, I offer a quick POV on the shakeup at Twitter.

I reference:

Twitter changes Musk plans to implement:

• Roll out new subscription options
• Reduce app’s reliance on ads
• Make significant headcount reductions
• Consider bringing back Vine to directly compete with TikTok
• Push for free speech (which means a lot of highly controversial, anti-Semitic, hate speech, which isn’t against the law, but is currently against most platform policies, could soon be allowed in the app)
• Allow users to choose their own Twitter experience through open source
• Undo permanent bans of controversial figures, including former President Donald Trump

Sircle stance:

• ADS: Brands who are interested in running ads on Twitter may want to rethink advertising there, as Musk’s updates to Twitter’s policies might explicitly allow ads to run alongside toxic content such as hate speech, pornography or misinformation.
• VERIFICATION: The blue check used to be the way to verify people are who they say they are and also convey to users who is a trustworthy source of information. Given the change in a subscription model, we do not recommend paying a fee for the limited upside.

Update for brands verified and on Twitter:

• Earlier this week, reports noted that Musk and Twitter are revamping the verification process, and it might involve a fee as high as $20 per month. However, he seemed to settle on $8 per month pricing for now. The reports also noted that the current set of verified users will lose their blue checkmark if they don’t pay for the new paid plan. Under the current plan, verified users would have 90 days to subscribe or lose their blue checkmark. Note - this new feature should be launching soon but has not yet.

What you might get if verified:

• Subscribers would get priority in replies, mentions and search, ability to post longer video and audio content while getting half as many ads as free users

What are we seeing other agencies/brands doing?:

• One of the world’s biggest advertising agencies recommended its clients pause campaigns on Twitter, and at least five top execs have ditched the company in the past few days.

Clients verified that should be alerted:

• Michters (verified/have a TW presence)
• Mezzetta (verified/have a TW presence)
• Any other clients with a TW presence and/or running ads with another agency

Articles to reference:

• https://www.socialmediatoday.com/news/how-will-twitter-change-under-elon-musk/633767/

https://fortune.com/2022/10/30/elon-musk-twitter-pushback-celebrities-lawmaker-advertisers/