Twitter offers advertising incentives to boost ad spending

After many brands announced that they pulled their ads from Twitter, the social media company is now offering advertising incentives to marketers in an effort to encourage them to raise their spending on the platform. 

As reported by MarketingBlew (via Reuters), Twitter is sending an email to companies to let them know about the ‘’biggest advertiser incentive ever’’ on the platform. According to the email, advertisers in the United States who book $500,000 in incremental spending will be able to get their spending matched with a ‘’100% value add,’’ up to a $1 million cap.

In addition, those in Britain and Japan who book $250,000 in spending will be offered a 100% match, while advertisers in other countries who commit to spending $50,000 would receive the match, the company said in the email.

One of the first things Elon Musk did after completing the $44 billion takeover was to lay off nearly half of the company’s workforce, including those from its trust and safety teams.

Citing concerns over content moderation changes and the platform’s uncertainty, many brands including General Mills, Audi, United Airlines, Pfizer and Oreo-maker Mondelez International stopped their ad campaigns on Twitter. However, according to a recent report from MediaRadar, the social media company began losing advertisers months before the acquisition.

Earlier this week, Musk posted a series of tweets taking aim at Apple and its controversial 30% App Store Fee. The billionaire said that the iPhone-maker mostly stopped advertising on Twitter, and threatened to withhold its app from the App Store without providing a reason.

Two days later, Platformer reported that Musk is delaying the relaunch of Twitter’s Blue Verified in order to avoid Apple’s 30% charge.

However, Musk seems to be on better terms with Apple now since he paid a visit to the company’s HQ on Wednesday and posted a video tagging Tim Cook. 

‘’Good conversation. Among other things, we resolved the misunderstanding about Twitter potentially being removed from the App Store. Tim was clear that Apple never considered doing so,’’ said Musk in another tweet.

Written by Maya Robertson

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