Source: Twitter CEO Linda Yaccarino tells investors no major ad holding firms are recommending an ad pause now and highlights a focus on video and partnerships
Twitter plans to focus on video, creator and commerce partnerships to revitalize the social media company's business beyond digital advertising …
The significance is that Yaccarino is pairing a claim about agency guidance with a broader commercial plan: make video, creators, and commerce partnerships more central to the business instead of relying solely on conventional digital ads.
First-order effects
Twitter’s ad-sales team gains a concrete reassurance to offer brands and agencies weighing whether to resume or maintain campaigns.
Video, creator, and commerce partnerships become immediate priorities for product packaging and advertiser outreach as Twitter seeks revenue beyond standard ad placements.
Second-order effects
Advertisers will judge Twitter’s reassurance against the quality and safety of the inventory it can actually package; video offerings revive a format that had previously become a major part of the company’s ad business, as covered in Twitter’s earlier video-ad expansion.
Creators, media partners, and commerce partners gain greater importance as Twitter looks for distribution and monetization arrangements that can make its ad proposition more differentiated.
Third-order effects
If agency confidence remains tied to demonstrably brand-safe, premium formats, social platforms will increasingly compete on the commercial environment around ads—not just audience reach or targeting.
The move points toward a more partnership-led social-media revenue model, where creator and commerce integrations supplement advertising; its durability depends on whether those formats restore sustained advertiser demand.
The trend: Social platforms are broadening monetization around video, creators, and commerce as advertiser confidence becomes as important as ad inventory volume.
Many of you have this same plan. Thoughts and prayers. June 16 - Twitter plans to focus on video, creator and commerce partnerships to revitalize the social media company's business beyond digital advertising, according to an investor presentation. https://www.reuters.com/...
NEWS: Elon and Linda have told Twitter investors that the platform plans to focus on video, creator and commerce partnerships. Linda yesterday informed investors Twitter is in early talks with political and entertainment figures, payment services, and news publishers. [image]
“Some ad-buying firms had recommended their clients pause ad spending on Twitter after Musk's takeover. Those recommendations have been reversed and none of the major advertising holding companies are currently recommending a pause” https://www.reuters.com/...
With everybody trying to be tiktok, it's a shame that twitter didn't have the foresight to buy some app built around short form video. I guess they'll just have to let it whither on the Vine. https://twitter.com/...