The new CEO of Twitter, Linda Yaccarinohas publicly stated his desire to launch a new advertising strategy that he manages to revive the social network, although for this he asks his employees to prepare for the hard ‘hand-to-hand combat’ that is coming In this way, they are urged to leave their posts in the offices and to contribute to closing new deals with advertisers.
Yaccarino’s strategy for Twitter goes through win back advertisers who had left the platform after purchasing Elon Musk for 44,000 million dollars. To do this, you will enter a video ad service. Added to this is his desire to establish strategic relationships cwith celebrities, media partners, publishers and talent agencies. In this way, he assures, the company will return to the starting box.
He new concept of Twitter 2.0 Yaccarino raises involves the ability to show full-screen video ads with sound to users as they scroll through the new short video channel on Twitter. In this way, it would be able to compete with the advertising formats that are successful on other social networks such as TikTok and Instagram, as well as strengthen links with brands.
For the CEO, it is essential to work hard to regain the trust of advertisers. Twitter’s lax stance on content moderation, erratic posting and Musk’s unorthodox style led them to Lose 50% of Twitter’s $5 billion a year revenue. Besides, his lack of investment and innovation it has also been previously criticized by advertisers. Now he’s on a mission to demonstrate this shift in approach to advertisers.
The impact of Twitter 2.0 is expected to take place in a maximum period of six to twelve months. However, statistics show that of the 60 of the top 100 US advertisers who paused their advertising in November, 17 of them have already resumed advertising. If Yaccarino is not enough positive results by mid-2024it will be marked as a failure.
The company has taken advantage of its presence at the Cannes advertising festival, led by its vice president of global advertising sales, Chris Riedyfor request offers from third parties that provide transparency and control services to advertisements. This has allowed it to receive some 20 new proposals.
The key to achieving this is to implement a more personalized and direct approachin which the big brands are actively involved and can put a face to those who are behind them. ‘The Velvet Hammer’, as she is nicknamed Yaccarino, is managing to implement her ideas during her first month at the head of the company, following a tenacious strategy and in which the relationship with the media is improved. In fact, she plans to present her new vision through Twitter Spaces.
He new twitter ad format, in beta stage, features a fresh approach. Now it allows longer videos and even the broadcast of complete programs, like the one that leads Tucker Carlson, former Fox News host. The intention of Twitter is to analyze if it can employ generative AI to generate, test and improve advertising campaigns efficiently, as other entities such as Meta and Google already do.
Another of the ideas that Yaccarino raises is the fact that facilitate trading on the platformso I would include build a digital wallet.
Current issues upon arrival
Yaccarino is managing to turn Twitter around, although he still has a ways to go to recover the ad revenue lost as a result of Musk’s public acts. He has recently transcended a internal problem, since there are several employees who have sued Musk for not fulfilling a promised monetary bonus. The tycoon could face a lawsuit of 5 million dollars.
One of the first decisions taken by Yaccarino upon his arrival was to eliminate the debt that Twitter had with Google after he stopped paying Google Cloud bills. Payments have resumed and he now expects the monthly amount to drop, as it has sometimes exceeded $20 million a month. Satisfied by the agreement, Google would be considering expanding commercial alliances and providing an ad service on the social network or a payment to access the platform’s data.
In addition, the social network maintains a active fight against botswhich expand uncontrollably, although the forceful irruption of the AI makes it almost impossible to stop them.
