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| How Snapchat profited from the Twitter chaos |
Since Elon Musk acquired Twitter, the platform has become an inhospitable environment for advertisers, which has led to advertisers pulling an unprecedented portion of their ad money from the platform, fearful of their brands being drawn into the ongoing chaos. Wondering what advertisers spend the millions they spend on Twitter?
One option that some advertisers choose is to reallocate that money to other platforms. So which platforms are currently benefiting most from Twitter's chaos?
Snapchat has benefited greatly from stopping Twitter's ad spending. While traffic to ads.twitter.com decreased by 19%, traffic to ads.snapchat.com increased by 47%, according to digital analytics firm Likeweb.
The Social Element is one of several ad agencies advising clients to hold off on ad spending on Twitter in Musk's first few weeks. Since then, the agency has instructed its clients to use social listening tools to understand the alternative platforms their audience uses.
The agency's CEO, Tamara Littleton, told Digiday, "If our core customer audience is leaving Twitter because this is happening, we'd probably spend more on TikTok (TikTok). TikTok, the community is more welcoming there and it's fun to make space for brands."
In the words of Bicycle London co-founder Graeme Douglas, "Often when a customer has a big goal in mind they are often advised to reallocate their advertising budget to other channels". But he noted that customers are now more cautious. .
In addition to the chaos on Twitter, the global economy is currently experiencing a series of events that have resulted in an overall decline in ad spend across all platforms, so all brands are currently looking to invest wisely in the biggest platform to make a difference.
Other participating platforms:
Many platforms have started to take advantage of the current developments on Twitter and present themselves as the safer alternative. (Prom) tried to capitalize on the Twitter misfortune by posting on LinkedIn last week.
AJ Frucci wrote on LinkedIn: “To any marketer currently discontinuing or reallocating ad spend on Twitter: Concert is a safe and effective alternative to delivering high-quality brand ads in a trusted, trusted media environment. Your brand looks good.
Specifically, the (Concert) platform was created in 2016 as a partnership between Vox Media and NBCU to provide innovative, effective, and targeted advertising solutions such as (Vox Media) through its eight premium brands in US media: The Verge, Vox, SBNation, and Eater. and Polygon, Racked, Curbed, and Recode with dynamic ads tailored to each audience. By combining cutting-edge technology and video sharing with digital news, the company delivers advertising partners they can trust.
Pinterest is also trying to join the campaign, according to Adam Tilian, vice president of media services at digital marketing agency New Engen. A Pinterest representative at New Engen sent the team an article titled “The Competition to Win: The Twitter Edition.” In it, he describes how Pinterest provides a trusted and safe environment for brands, and specifically addresses concerns people may have about Twitter today.
The core message in the document appears to be "If you leave Twitter, we can help you fix these issues on Pinterest, where you're safer."
Many platforms are currently taking this opportunity to target brands that have stopped advertising on Twitter, which shows that Twitter has become a dangerous environment and that other platforms, no matter how effective they are, are becoming safer for people.
Advertising agencies have also had to work harder at creating original content for other platforms, including TikTok.
However, Musk continues to pursue his controversial policies on a platform whose revenue comes largely from advertising. So will we see the collapse of Twitter as soon as experts predict it?