The Twitter logo seen outside the company’s headquarters in San Francisco, California, photographed October 28, 2022. CONSTANZA HEVIA/AFP
DECRYPTION – Advertising investments on the social network are down 80% in the country.
“Twitter has become an uncontrollable spillway of unbridled exchanges”, insists Pierre Calmard, president of Dentsu France. Since its takeover by Elon Musk last fall, the American social network has experienced a real flight from its advertisers, yet at the heart of its economic model.
As the weeks went by, the situation continued to deteriorate. So much so that the advertising investments of companies on Twitter in France have collapsed by 80% since January, according to our information. Before the Musk era, Twitter accounted for about 5% of investment in the “social media” segment in the country.
Valuation halved
“There is no longer any filter of the content broadcast on the platform, after the dismissal of many moderators”regrets a boss of a communication group. “Brands no longer see Twitter as an appropriate environment (“Brand Safety”) to promote their image”, he abounds. A few months ago, communication giants like GroupM…
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