The social media landscape is changing more rapidly than ever before. And like everything else, these changes are increasingly polarizing and controversial. Platforms are shifting to act more like TikTok, despite backlash from users who want different platforms for different things. The Instagram algorithm is constantly putting the content you want to see in some untouchable mystery realm and is flooding your feed with influencers, massive brands, and pages “you might like” instead. And what is Snapchat or BeReal? Social media is an ever-changing landscape, and keeping up with the latest trends is a full-time job. Fortunately, we have a full-time social media manager at H2.
Advertisers and media buyers are increasingly hitting pause on Twitter advertising amid concerns about brand safety and moderation under new owner, Elon Musk. Media agency bosses have privately expressed concerns about how Twitter is moderated and the erratic behaviour of the new CEO. Brands with a presence on Twitter have removed their ads and are watching what happens with bated breath. There’s good reason to be concerned about the platform’s future and what it will mean to advertise there. According to Media Matters for America, half of Twitter’s top 100 advertisers appear to no longer be advertising on the website and according to the report, seven additional advertisers have slowed their advertising to almost nothing.
We’re advising brands to avoid the platform because we cannot guarantee it’s currently a brand-safe environment. The sudden departure of many Twitter employees in charge of moderating Musk’s online behaviour has already resulted in a surge of hate speech on the platform. If and when Twitter becomes an attractive place to advertise again, by all means, buy ads there. It isn’t about Musk, anyway; it’s about protecting your bottom line and showing massive tech businesses (we’re watching you too, Zuckerberg) that you care about where you’re spending your money and they need to do better. The bonus of social media is that there is no shortage of platforms to relocate ad spending – with more than 280 characters to boot!