The Future of Marketing on twitter

By Anna Ostraya

November 20, 2022

Twitter funder musk

Just weeks after closing his $44 billion deal, Elon Musk made sudden changes to Twitter that are having major effects on its community. What does this mean for marketing and where do we see the future of the platform going?
Musk has been a major advocate for Twitter being an unrestrained platform for free speech, but this may have backfired and put him in an uncomfortable position. There has been a “massive drop” in revenue, as claimed by Musk himself.

Human Rights activists have been arguing that his new policies are fueling hate speech including abusive and racist language and imagery. Additionally, new features like the paid verification system and the removal of notations such as “Twitter for iPhone” and “Twitter Web App” at the bottom of tweets make it harder to combat bots and misinformation.
As a result, Audi, Balenciaga, GM, Pfizer, Mondelez, United Airlines, and other companies have stepped off the platform. Its massive layoff of the Twitter workforce has brought even more controversy. In attempts to “shape up” the platform, the number of employees came down from 7,500 to 3,700.
But if we take a step back and look at Musk’s SpaceX and Tesla, could we assume that Musk has a specific vision for Twitter?

Given his previous success rates, it could be that Musk does in fact have a strategy that to some may look like madness. Time and time again has shown us that his ability to optimize resources and organization skills has brought him success, but will he succeed again? Has Twitter become a chaotic place that lacks reliability? Or as the dust of the reconstruction settles down, will it become the next new platform for marketers?