Musk’s only hope of keeping Twitter alive is by circling the sink drain he’s carrying.

A new Media Matters analysis reports that 50 of the top 100 advertisers on Twitter have stopped advertising on the platform in the past few weeks. Some have announced that their ad campaigns have been suspended, while others have stopped their ad campaigns without giving an explanation to the public. The advertisers who suspended their campaigns were big spenders before Musk took over, bringing in more than $750 million in 2022. The Washington Post estimates that “more than a third” of the top 100 advertisers have suspended their ad campaigns on Twitter in the past two weeks.

By any measure, Twitter’s most profitable advertisers are holding off on paying Elon Musk until they have a clearer idea of ​​what their brand might soon be about. As the expert said PostMusk is becoming “a very powerful brand and a controversial brand.”

That may be an understatement. One of Musk’s first public actions after taking over Twitter was to personally promote the fake news site’s fake news about an attack on House Speaker Nancy Pelosi’s husband. He has mingled with some of the most notorious conspiracy promoters in hell, both before and after, in his never-ending quest to seek public approval from anyone willing to give him a little.

The man really has a brand, and the brand is “MAGA conspiracy crank, but what if he’s rich.”

We all have our own theories as to why Elon Musk has proven incapable of running the social network. An anecdotal account that stands out today is a Tumblr post by a self-identified former SpaceX intern. He describes how top-level company leadership is primarily focused on keeping Musk from doing harm: “I can’t stress enough how focused the company culture is. Around controlling this guy.”

“None of that is happening at Twitter. There’s no company culture or internal structure around the issue of managing Elon Musk, and I think this is the first time we’re seeing what happens when people take this guy seriously and confront him. .”

We can’t vouch for this account, though it does contain some anecdotes (ahem, “rocket cake”) that can be verified elsewhere. However, almost everyone who has worked within a corporate culture has many is familiar with the concept of creating layers of management whose main task is to keep the top boss from constantly undermining the projects of his subordinates by making new, outlandish demands that range from the impossible to the absurd.

Of course, when Musk came to Twitter, he brought in a team of senior yes men from his company to perform “code reviews” and otherwise judge the suitability of Twitter’s current architects and nearly all of Twitter’s executives. no Elon Musk’s ego, with years of experience, was quickly tossed aside.


This is a vanity project for Elon; he fancies himself genius enough to become a company he knows nothing about and wants to learn nothing about. His main tool for turning Twitter into a profit center will be to insult people non-stop until it magically happens, but in the meantime? While its acquisition of Twitter has put new pressure on the $1 billion social network, it is losing the company’s top advertisers by the day. It still doesn’t sound like a plan to us, but what do we know?


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