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TheBostonPops t1_iurjjgr wrote

Reply to comment by catsloveart in Ad giant IPG advises brands to pause Twitter spending after Musk takeover by mbmba

In advertising, when we put money into anything we expect a return on that investment. Depending on the type of campaign or ad this can be measured in a lot of ways, but most commonly this is measured by conversion: I.e, how many users who see the ad CLICK the ad and then CONVERT into actual customers for the client by purchasing whatever it is they’re selling or signing up for whatever it is they’re pitching.

Long story short, users on Twitter largely don’t click ads or convert to actual customers, so Twitter is largely used for awareness campaigns (where success is measured in VIEWS or IMPRESSIONS not actual conversions, and are expensive), which are not very lucrative when the site is constantly going down the toilet.

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tomz17 t1_iussj7z wrote

> which are not very lucrative dangerous when the site is constantly going down the toilet.

FTFY... Because nobody wants their brand "awareness" campaign to end up next to anything remotely controversial. They want polar bears drinking coca cola in the winter fuzzy feelings when you see/think of their brand. NOT associations with white-supremacist, nazi, fascist disinfo...

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TheBostonPops t1_iusu7xk wrote

I mean, as someone in the industry, most clients don’t even think about that, even when things are bad, because they have no idea what they’re doing, which is why agencies usually have to advise them. They only really think of things in terms of money and return. If all the Nazis online were buying Coca-Colas all the time they’d probably still want us on the platform, regardless of the aesthetics. I wish it was the way you described though.

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HungryGiantMan t1_iuuek9y wrote

It's simpler than that, most liberals in America hate Elon Musk and will never buy what he sells now.

Liberals are the majority and the future. Every year the population as a whole gets more liberal and the brands are thinking long term. Coca Cola wants your kids drinking coke.

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