Many Advertisers Still Using Twitter Despite Musk's Chaos

Elon Musk’s purchase of Twitter caused the biggest brands to pause their advertising on the social media platform. However, many smaller ones remain and are still glad to be there. Kaela Green, VP of paid social at Basis Technologies, says that’s because both the audience and the content protections are still there. 

“It’s really just the small number [of advertisers] who are making the decision to maybe pause until there’s more certainty around the direction of the platform and it has more to do with reputation than performance,” says Green. “But that’s where the hit is coming from. It’s the big names who are pulling their multi-million dollar budgets out of the platform.”

Read more in MarTech.