Estimated result that Twitter earns 2.5 billion yen annually with only 10 ``harmful influencers''
The British non-profit Center for Countering Digital Hate (CCDH) announced on February 9, 2023, ``Twitter will be up to $ 19 million annually (about 2.5 billion yen) by unfreezing only 10 accounts. ) will increase the revenue of ”, announced the result of the trial calculation. This highlights how a small handful of biased users can greatly benefit social media.
Toxic Twitter — Center for Countering Digital Hate | CCDH
Twitter is making millions of dollars from previously banned accounts, report says | Engadget
https://www.engadget.com/twitter-ad-revenue-previously-banned-accounts-ccdh-230125284.html
Twitter's CEO Elon Musk conducted a survey in November 2022 immediately after the acquisition of the company, asking whether a large number of frozen accounts, including former President Donald Trump, should be revived, and received a majority of favorable results. announced a “total amnesty”. In response, there were concerns that malicious users whose accounts had been frozen due to discrimination and harassment would return.
Elon Mask announces that he will revive people who were banned on Twitter, and there are voices that fear that malicious users exiled due to harassment and discrimination will return - GIGAZINE
CCDH selected 10 particularly malicious accounts from unfrozen user accounts and posted them in 47 days from December 2022 to January 2023 in order to investigate the impact of the simultaneous reinstatement of banned accounts. About 10,000 tweets were analyzed. We found that these 10 accounts were generating a total of 54 million impressions per day, reaching about 20 billion impressions in 365 days.
Among the 10 Twitter users surveyed were Andrew Tate, who was arrested on suspicion of human trafficking shortly after sending a harassing tweet to environmental activist Greta Thunberg, and the new Corona. These include Dr. Robert Malone , a doctor accused of spreading misinformation about viral vaccines.
In addition, CCDH created three accounts, followed the revived accounts, and displayed 1039 tweets. We found that, on average, an ad appears once every 6.7 tweets. Also, according to a survey by the social media analysis company Brandwatch, the average advertising cost per 1000 impressions is $ 6.46 (about 850 yen).
Putting this information together, we estimated the revenue Twitter would make from 10 malicious influencers, resulting in a total of up to $19 million. It has been reported that half of Twitter's major advertisers have stopped placing ads, resulting in a significant drop in advertising revenue. Tweets spread by malicious influencers are a valuable source of income for the company, which is suffering from a decline in revenue. is suggested.
In a report, CCDH said, “Our research estimates the value to Twitter of reviving frozen accounts. There is further evidence that it was moved,' he said.
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