Things are confusing on Twitter. After two intense weeks After layoffs, unsuccessful implementations and a crisis among advertisers, Elon Musk, the new CEO of the social network, decided to advertise on the platform himself. For this, his company SpaceX, which offers Internet services via Starlink satellite, bought a generous advertising package for the platform.
The news was discovered by CNBC which reported that SpaceX’s ad campaign will be rolled out in Spain and Australia. Although the exact days of its publication are unknown, it is already known that it should appear to users the first three times they open Twitter over the course of a day (or days) of the campaign.
Internal documents analyzed by the website pointed out that the package acquired by SpaceX was the so-called “takeover”, one of the most expensive on the social network.
To give you an idea, brands that invest in campaigns of this level usually spend up to US$ 250,000 on promotion. In the case of SpaceX, the amounts spent so far have been US$ 160,000, but there is no information if the campaign will later be extended to other regions, which would lead to more investments.
According to CNBCformer and current SpaceX employees stated that the company does not have a history of ads on the social network, making the measure adopted by Elon Musk something out of the norm.
The Twitter boss, however, seems to see the link between their companies as just a big coincidence.
In a response given to a user on his platform account, the tycoon said that, in fact, SpaceX Starlink purchased a small (and not large) package of ads from the network, aiming to test the effectiveness of its advertising in the chosen countries. However, this was not an exclusive investment in the platform, as the same had been done on Facebook, Instagram and Google.
Twitter had a significant drop in advertisers
Even before Musk finalized the purchase of Twitter, there was already growing concern among advertising brands that things would get out of hand after the acquisition.
At the time, the great apprehension of these companies was that the tycoon would make the network content moderation less rigid, creating a toxic environment that would harm the image of the campaigns and, consequently, the partner brands.
In an attempt to overcome the climate of dissatisfaction, at the end of October, the billionaire made a statement directly to these companiestrying to reassure them of their steps.
The explanations, however, were not enough and there was a mass flight of many of them shortly afterwards.
According to Reutersa long list of companies have at least momentarily paused their advertising on the social network.
Names such as the German insured Allianz, the automaker General Motors Co, the food conglomerates Mondelez International and General Mills, the biopharmaceutical Gilead Sciences, the airline United Airlines and the pharmaceutical company Pfizer Inc are some of them.