Once a venue for political discussions and funny threads: a platform on which Users intensively discussed. Since the Takeover by Elon Musk is the platform Twitter, which has since been renamed X, but has itself become part of a discussion and many users leave the sinking ship. What impact does this have on Twitter Ads, Twitter Advertising and Performance Marketing? We take a closer look.
What is the composition of X's target group?
Although Platform X is known worldwide, it is more American in character. Thus, the USA was in the third quarter of 2020 with 77.75 million active users the most strongly represented nation. It is followed by Japan with 58.2 million and India with 24.45 million active users. In total, Twitter had 347 million active users this year.
In Germany, however, Twitter's successes are much more manageable. At the beginning of 2022, Twitter had Germany 7.75 million users and users, which is a high number, but pales in comparison to the success of other social media platforms in Germany. Alone LinkedIn had around 13 million German users in the same year, Facebook 25.75 million and YouTube even 72.60 million.
What is the typical objective of Twitter advertising?
With Twitter advertising in the form of ads can be just as on other Social media platforms different performance marketing Campaigns and goals be pursued. This can involve the optimization of the Brand awareness in general, specific Traffic or local target groups act, which are to be achieved.
However, since in Germany not move so many users on X, the former Twitter is not very high up on the Priority list of many companies, when it comes to the area of performance marketing.
The situation is different in the USA, where X has repeatedly been the subject of intense political debate in the past.. There, advertising on Twitter was very popular before the presidential election to attract more voters to their own camp. As of 2019, political advertising has been banned worldwide because of this. On August 29, 2023, X announced in a blog article that. Political advertising permissible again in futureg should be.
The acquisition by Elon Musk has shaped the platform
According to Musk's own on his platform X published data, advertising revenues fell by around 50 percent after the takeover. This, in turn, confirms the perception of many individuals and companies that in adopting Twitter a loss of respectability due to Elon Musk see
Musk had already at the beginning of his takeover numerous employees were laid off, who were responsible for moderating content on Twitter, among other things. For companies that advertise on Twitter, this has increased the likelihood that their View in an inappropriate or inadequate context be switched.
In addition, Musk is known for his rigorous decisions, which put Twitter's former image to a hard test. Not least, he had irritated with statements that alle basic principles of the old Twitter seemed to be completely thrown overboard.
Besides the lack of Planning reliability but it is also the political nuancethat has been attached to the social media platform X since Musk's takeover, which for many companies is not with the eown brand seems to be compatible. For example, former U.S. President Donald Trump is once again represented on X with an account. The now personified platform has lost neutrality through its owner, and thus also its clientele.
Interesting: In a past poll, Elon Musk asked the entire Twitter community if he should step down as Twitter's chief executive. More as 57.5 percent of the 17.5 million Survey participants voted in favor. Elon Musk stuck to it and put Linda Yaccarino as CEO. However, it can still be assumed that he is pulling the strings in the background.
Has the competition already invented a new Twitter?
After many users have left platform X in the meantime, because they no longer the User Experience of the former Twitter corresponds, other tech giants see a market to serve. Thus Meta already launched a platform that could in future fill the gap left by the fall of X is.
This is an app called Threadswhich has so far only been launched in the USA. This Social media platform text as a form of representation should be brought back into focus. as Twitter and X once did.
So it remains exciting to see whether X will once again participate in Relevance for the performance marketing industry wins or whether the market will shift to alternative, new apps in the future. We recommend continuing to maintain an organic presence on X and stay tuned for you.