Kendra Barnett’s Post

Can X Win Back Advertisers After Elon Musk's Takeover? Upgrades Ad-Tech and Safety Tools Previously Known as Twitter! Formerly Twitter, now X, is revamping its ad-tech and safety tools to woo back advertisers post-Elon Musk takeover. Partnering with Integral Ad Science, X aims to ensure brand safety with pre-bid tools amid allegations of increased hate speech. Tune in to CNBC for an exclusive interview with X CEO Linda Yaccarino on Thursday.  #Twitter #AdTech #BrandSafety #SafetyTools #ElonMusk #Advertising

🇧🇷 X’s return looms, but brands are wary of rejoining Musk’s platform, reports Valor Econômico S/A Companies have shifted their investments to other platforms as user numbers have declined since the billionaire acquired the former Twitter There seems to be a lot of uncertainty surrounding brands’ return to X (formerly Twitter) in Brazil, following its potential reinstatement after a court-ordered ban. Justice Alexandre de Moraes of Brazil’s top court banned X in August 2024 due to non-compliance with court orders, but even if reinstated, many brands remain hesitant to rejoin the platform. Since Elon Musk acquired X, user numbers have dropped, and brands have shifted investments to safer platforms like Instagram, Facebook, YouTube, and TikTok, citing concerns over brand safety and misinformation. Marketing experts point out that many companies have global rules against advertising on X, and unless the platform improves its efforts to combat fake news, regaining advertisers' trust seems unlikely. Some brands, such as Magazine Luiza, have attempted to advertise despite the ban, but most remain cautious. In the meantime, alternative platforms like Threads and Bluesky have gained traction. Threads, linked to Instagram, has rapidly grown but still lacks key features for strategic communication. Bluesky, while smaller, offers user-centric features and has attracted brands like Duolingo and Netflix.

One of these days, Twitter/X will be a case study of how to decimate a leading social media platform through the pure and unbridled force of extreme hubris by Elon Musk. He has somehow managed to literally bite the hand that feeds him! Yes, we are all still on Twitter/X because we got here close to two decades ago but there is no doubt that the long-term sustainability of the platform is becoming highly questionable as its lifeline of advertising revenue is essentially going to zero. Another contrarian view is that as advertising has diminished on Twitter/X, due to brand safety concerns, it actually means there is lots of unsold ad inventory that can be had inexpensively for adventurous brands. By having fewer ads, It also means that the Twitter/X user experience or UX is actually possibly better in some respects because of a relatively ad free news feed. Whatever the case, lets see what 2025 will look like for Twitter/X. https://lnkd.in/d8ZT2-Js #TwitterX #Twitter #X #Ads #DigitalAds #DigitalAdvertising #AdSpend #SocialMedia

This sounds great in theory and is likely some much needed good news/PR for Twitter/X - I can only imagine what the costs on some of these would be though (one would expect inflated CPM/CPCs for example). I imagine the platform would say that premium inventory needs premium pricing, but best wishes to media buyers explaining to stakeholders why their Twitter/X costs have quadrupled.

This is an important post by Nancy Levine Stearns asking the if brand safety is even possible in Twitter. The story proves again that Musk has zero interest in making any improvement in this regard. Why? Because that would throttle his ad revenue. He will always talk the talk but he wont walk the walk. The proof is that there are almost brand safety tools built in. Twitter brand's safety protocols rely on its content moderation to prevent bad ad adjacencies. Obviously that is not working. So to lure advertisers back, Musk introduced: 'sensitivity settings' - the tool would use machine learning to ensure that a brand's ads show up next to content that meet its "unique sensitivity needs" ... This obviously isnt working.

Twitter hated this, but I'm going to share it here with more context: Next time you hear someone being precious about polished brand aesthetics on elements that do not impact performance, show them this: Content like this is getting MILLIONS of views. To be clear: this is not an ad, this is just a popular organic video from a user, not a brand. His page has several videos with millions of views. (Many views is a sign that many people watched much or all of it, and the algorithm showed it to more people!) I AM NOT SAYING YOU SHOULD RECREATE THIS FOR AN AD or make unhinged ads like this! Even this is too ugly to be an ad for me. I am also NOT saying "abolish all polished ads". I am saying: 1. Your ads might show up after or around content like this and understanding that juxtaposition is helpful. 2. Your audience might actually consume content like this (even if you don't think they do or want them to). 3. People want and expect to see imperfectly shot authentic content on the social platforms you're advertising on. 4. You should pay attention to the things that get attention and keep attention. 5. You (yes, you!) can find style inspiration and storytelling principles to emulate even from content like this. 6. Make stuff for the audience, not the brand. When I look at this, I see so much inspo that can be used for relevant and relatable ads that more traditional marketers would balk at: -360 camera -Shot at night without pro lighting -Unexpected interactions with other people -Unrelenting pace -Constant action -Unpredictability This inspo applies to a wide variety of brands, not just ones that would appeal to viewers of this specific video. If you watch this video and read this post and can't empathize with why millions would watch it or find any way you could replicate any component of it in ads for your brand, I'd encourage you to try harder. To quote the brilliant Jacques Spitzer, "You can't sell anything without attention" Watch ugly content. Find ugly inspo. Make ugly ads.

Although some experts say X's newly proclaimed "video-first" approach could benefit the business and offer value to brands, they predict that advertisers won't return from their exodus without significant brand safety fixes – and leadership changes. My story for The Drum, with insights from Matt Navarra and Katie Lance: #x #twitter #elonmusk #elon #socialmedia #brandsafety #contentmoderation #brandsuitability #marketing #advertising #adspend

Video has become one of the most receptive types of content to expose business across all platforms – and #Twitter is no exception. Tweets that include video receive 10 times form engagements that those who don’t. Want to improve your campaign efforts? Here are some great insights on Twitter video ads that you should take a look at! - https://lnkd.in/e4UDt8p - #SocialMedia #VideoContent #marketing #DigitalMarketing #SocialMediaMarketing #advertising

🔍 Attention Brands: Are You Leveraging User-Generated Content (UGC) Effectively? I recently responded to a call for content creators on X (formerly Twitter) and received a message that left me thinking, "this is just yuck." 🤢 Brands, it's crucial to remember that UGC isn't just about filling your content calendar; it's about authentic engagement and respect for the creators who amplify your voice. Here are a couple thoughts: 1. **Respect and Recognition**: Appreciate and fairly compensate content creators. They're not just suppliers of content; they're partners in your brand's journey. 2. **Clear Communication**: Transparency and respect in your communication with creators can make a huge difference. Let's aim for more meaningful, respectful interactions. Brands, let’s strive to create partnerships that are beneficial for both sides and foster a community where everyone feels valued. 🤝 #UGC #ContentMarketing #BrandStrategy #DigitalMarketing #ContentCreators