Many big advertisers are bailing on Twitter as the hate spreads

from 420chan is turning into Twitter department

A new report claims that more than a third of Twitter’s biggest advertisers have now pulled their ads from the platform, as the volatile and unpredictable nature of the new owner, combined with his inherent enthusiasm for hate, has made the site less and less welcoming. Brand spend with money.

Dozens of top Twitter advertisers, including 14 of the top 50, have stopped advertising in the weeks since Mask’s tumultuous acquisition of the social media company, according to The Post’s analysis of data from Pathometrics, which offers brand analytics on digital marketing trends.

Ads by blue-chip brands including Zip and Mars Candy, whose corporate parents were among the top 100 U.S. advertisers on the site in the six months buying masks, have not appeared there since at least Nov. 7, the analysis found. Musk took ownership of the site on October 27.

[….]

Pharmaceutical company Merck, cereal maker Kellogg, Verizon and Samuel Adams brewer Boston Beer also stopped advertising in recent weeks, Pathometrics data shows. The companies did not respond to requests for comment from The Post.

The article points out that the timing of all this is not great, especially during the World Cup, which has historically driven a lot of traffic on Twitter.

And if you’re wondering why advertisers are fleeing, it’s probably because hate speech is super viral on the site now compared to the previous regime. Another study from Tufts, which has access to the Twitter firehose, found that hate and harassment are now much more common in tweets that go viral.

In the months before Musk took office, researchers found only one tweet in the top 20 list to be truly hateful, in this case against Jews. Others were either quoting another person’s hateful comments or using the relevant key words in a non-hateful way.

A few weeks after Musk took over Twitter, the same analysis found that hateful tweets became much more prominent among the most popular tweets with potentially toxic language. For tweets using words associated with anti-LGBTQ+ or anti-Semitic posts, seven of the top 20 posts in each category were now hateful. For popular tweets using potentially racist language, one in the top 20 was judged to be hate speech.

“Twitter’s toxicity increased dramatically after Musk walked into that building,” said Bhaskar Chakraborty, dean of global business at Tufts University’s Fletcher Business School and chair of Digital Planet, which conducted the analysis.

And, it’s not surprising that Musk constantly gives unflinching and unequivocal approval to those who spread hate. He mocked the head of the ADL earlier this week, which resulted ton Among the tweets I saw were people happily talking about how Musk clearly supported their anti-Semitic views. He regularly interacts with people who have run similar hate and harassment campaigns, clearly suggesting that they are trusted accounts rather than agents of the culture war.

The whole situation is strange, open. At the same moment he’s complaining about bailing out advertisers, and refusing to take responsibility for doing it, he’s demeaning hate and harassment. It’s unclear whether he just doesn’t understand any of this, doesn’t care, or just assumes that hate and harassment will lead to more usage and that will magically bring back the advertisers?

Meanwhile, I’ve noticed that every time I check in on Twitter, the quality of the ads keeps getting worse. It used to be big brands with fairly ignorable ads. Now I keep seeing random religious ads, one of which was literally a tweet praising God, and another for… Scientology.

I somehow doubt they are going to make up the difference in a way that allows Musk to pay his creditors.

Filed under: Advertisers, Business Models, Elon Musk, Hate

Company: twitter