The number of accesses to Twitter's advertiser tools decreased by 85% year-on-year



Since Elon Musk acquired Twitter,

it has often been reported that advertisers are away from Twitter , and Mr. Mask himself admits that advertisers are away from Twitter . A new number has been revealed to show how much advertisers are decreasing on such Twitter.

Twitter's Advertising Truth Hurts - WSJ
https://www.wsj.com/articles/twitters-advertising-truth-hurts-11670706720

Dana Boyd, a partner researcher at Microsoft Research, has spent years studying the failures of social platforms Myspace and Friendster in the 2000s. Boyd found that users generally pursue what they call 'emotional and sticky nodes.' Users are told they go to social media to connect with friends, but in reality they stay on social media because they want to quit but can't, like 'people who can't quit watching horror movies because they're scared.' points out.

Mr. Boyd said that Mr. Mask, who bought Twitter, ``seems to be convinced that capitalist profits will win,'' and believes that users and advertisers will return to Twitter over a long period of time. I pointed out that



In fact, Mr. Mask often tweeted Twitter's miserable situation immediately after acquiring Twitter. For example, before the staff reduction, he tweeted that he was losing `` $ 4 million a day (about 550 million yen) '' without supporting data, or ``Apple stopped advertising on Twitter. 'Do they hate free speech in America?'

However, after posting these tweets, Mr. Mask announced that the number of new registrants had reached a record high , tweeted that advertisers were gradually returning to Twitter, and the situation is improving. I am appealing something. Mr. Mask also commented on Twitter Spaces that 'Apple has completely resumed advertising on Twitter', appealing that advertisers are returning.

However, according to Similarweb, an access analysis tool, the number of accesses to Twitter Ads Manager , a tool for planning and managing advertising campaigns on Twitter, decreased by nearly 74% in October 2022 compared to the same month of the previous year. In November, it decreased by 85% compared to the same month of the previous year. In addition, Similarweb data indicates that Twitter Ad Manager traffic volume in December 2022 will be unmeasurably low.




As mentioned above, it is difficult to say that Twitter is out of trouble in the advertising market. However, it seems that competitors have not benefited much from advertisers leaving Twitter. ByteDance, the parent company of TikTok, has lowered its advertising goals in recent months. Pinterest is also cutting labor costs, Facebook and Instagram's parent company, Meta, will dismiss 11,000 employees in November 2022, and Snap will dismiss 20% of its employees in August 2022. It can be seen that sales are not strong in either case.

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in Web Service, Posted by logu_ii