Musk Appears to Reassure Advertisers Forward of Twitter Takeover, Outlines Components of His Plan


As he prepares for the following stage of his Twitter takeover, which seems to be set to be finalized this week, Elon Musk has released a new statement on his intentions for the platform, and the impression that it’ll have on advertisers, who’ve been justifiably involved about Musk’s imaginative and prescient for the app.

As a result of as Musk has mentioned immediately:

Musk has mentioned, straight up, that he’ll look to take away adverts from the platform completely, which might re-shape plenty of advertising and marketing approaches at many manufacturers.

However now, after visiting Twitter HQ, and with $44 billion about to be debited from his account, Musk has modified his thoughts on this.

As per Musk:

“There’s been a lot hypothesis about why I purchased Twitter, and what I take into consideration promoting. Most of it has been unsuitable.”

Which, from, the primary line, feels a bit revisionist. Musk has additionally mentioned that he hates advertising, along with the above tweet about eradicating adverts from Twitter.

However once more, with the readability of debt, Musk has now switched up, and says that he really needs to make Twitter ‘essentially the most revered promoting platform on this planet’.

“I additionally very a lot imagine that promoting, when finished proper, can delight, entertain and inform you; it will probably present you a service or product or medical remedy that you just by no means knew existed, however is best for you. For this to be true, it’s important to indicate Twitter customers promoting that’s as related as potential to their wants. Low relevancy are spam, however excessive relevancy adverts are content material.”

Ah, so promoting is okay as long as it’s good. Hold that in thoughts entrepreneurs.

How Musk plans to implement this, and make sure that Twitter solely publishes good, related adverts will not be clear. However relaxation assured advert companions, Musk’s not going to chop you off from the app – regardless of his earlier and repeated statements that that’s precisely what he would do. That was simply hypothesis, in accordance with Musk. Didn’t come from him.

So goes the standard Elon Musk method – saying one factor, then fully denying it, and blaming exterior forces for misinterpreting his statements.

The identical additionally pertains to his latest assertion that he’ll look to cut 75% of Twitter staff as quickly as he takes over as ‘Chief Twit’ (as per his new Twitter bio).

But, after he visited Twitter HQ yesterday, he posted that he’d met ‘a lot of cool people’ on the app.

Sure, he purchased a sink with him, for a random and unfunny sight gag. Wacky.

After all, saying that he met plenty of cool people doesn’t imply that he received’t sack them. Nevertheless it does recommend that Musk’s not going to be as militant in his method as he’s urged in his earlier statements.

So what are his plans then?

To unite the world, apparently:

“The explanation I acquired Twitter is as a result of it’s necessary to the way forward for civilization to have a standard digital city sq., the place a variety of beliefs could be debated in a wholesome method, with out resorting to violence. There may be at present nice hazard that social media will splinter into far proper wing and much left wing echo chambers that generate extra hate and divide our society.”

Musk additionally notes that he ‘didn’t do it to earn a living’. Which is fairly apparent, since he spent months attempting to renege on the deal, and likewise lately famous that he’s ‘obviously overpaying’ for the app.

That’s one other ingredient that Musk is now attempting to minimize – Musk has spent months criticizing Twitter, its board, its employees, poking holes in its enterprise mannequin, and customarily, highlighting why it’s a disastrous funding.

However now? All smiles.

‘Along with adhering to the legal guidelines of the land, our platform should be heat and welcoming to all, the place you’ll be able to select your required expertise in accordance with your preferences, simply as you’ll be able to select, for instance, to see motion pictures or play video video games starting from all ages to mature.”

Heat and welcoming. That’s positively not the Twitter imaginative and prescient that Musk has been portray.

However once more, the readability of debt.

The latter reference right here pertains to Elon’s imaginative and prescient of creating variable algorithms, which customers may then select to use to their Twitter feed. The idea is attention-grabbing, however whether or not customers will really need to go to the trouble of curating their very own expertise, versus simply testing what the app has on supply, stays to be seen.

And that’s the true rub right here. Musk says that he has a plan, and he’s now making statements like these about the way forward for the app, and the way it may be a transformative, uniting expertise.

However making {that a} actuality looks as if a very unimaginable job. And whereas Musk prides himself on taking over the unimaginable, this one feels prefer it could possibly be past even his attain.

It looks like, in some ways, Musk might be counting on his public persona to win over customers. However do folks actually like his wacky wealthy man shtick?

I don’t know, it’s an enormous, and really public job, which may harm Musk’s repute, alongside together with his web price. The overall ideas that Musk’s been touting do make sense – user-defined expertise, freedom of speech versus freedom of attain, improved algorithmic concentrating on (ala TikTok), and funds, procuring and extra, like WeChat in China.

Musk has pointed to all of those apps and choices as reference factors for his Twitter imaginative and prescient. However so has each social media app. Meta’s been attempting for years to copy the utility of Chinese language messaging apps, each platform’s attempting to work out TikTok’s secret sauce, and customers already do have plenty of alternative relating to what they see in-stream.

The issue is within the software. Western customers haven’t warmed to app functionalities in the identical means as Chinese language shoppers have, TikTok’s profitable as a result of its algorithms are higher and nobody can match it, and whereas customers are capable of change their feed expertise, in varied methods, most can’t be bothered, and even when they do, engagement declines consequently

So whereas Musk is eager to discover this stuff, every is, certainly, simpler mentioned than finished.

Nevertheless it’s Elon Musk, if anybody can do it, he can. Proper?

The Musk period is about to start, and it’ll be fascinating to see how, precisely, he seems to be to enact any of this.





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