Twitter to Emphasize Video and Shopping in Business Restructuring
According to an investor presentation reviewed by Reuters, Twitter’s owner Elon Musk and new Chief Executive Linda Yaccarino plan to revitalize the social media company’s business beyond digital advertising by prioritizing video, creator, and commerce partnerships.
Yaccarino, who started as CEO on June 5, told Twitter investors on Thursday that the company is in early discussions with political and entertainment figures, payment services and news and media publishers, said a source familiar with the matter, who spoke on condition of anonymity. to discuss an invitation from a private investor.
None of the major advertising holding companies are recommending clients pause their ad spending on Twitter, and big-name brands such as Warner Bros., Mondelez, McDonald’s and Walmart have continued to advertise on Twitter after initial pauses, according to a slide shown during the presentation.
When Musk bought Twitter in October, many advertisers fled the platform, worried that their campaigns might appear alongside inappropriate content after the company laid off thousands of workers and dramatically cut costs.
Musk’s hiring of Yaccarino, a longtime advertising executive who previously ran ad sales at NBCUniversal, was seen as a signal that digital ads remained a priority for Twitter.
