12 reasons why Twitter’s rebrand to X is a mistake
Mark RitsonOur marketing columnist on the biggest branding move of the year: Twitter’s sudden transformation into X.
Twitter’s rebrand to X slammed as ‘illogical’
Josh StephensonExperts have said there appears to be “no best practice branding logic” behind Twitter’s rebrand, describing it as “all very amateur”.
Elon Musk confirms Twitter’s ad revenue has halved
Lucy TesserasMusk tweeted at the weekend that Twitter’s ad revenue is down nearly 50%, despite claiming in April “almost all” advertisers had returned to the platform.
Social media ad spend drops for the first time
Niamh CarrollThe sharp decline in spend in the second half of 2022 coincided with social media companies such as Meta and Snap reporting declining demand from advertisers.
One third of UK consumers view Twitter more negatively since Musk takeover
Michaela JeffersonPoor treatment of company employees was particularly disliked by both UK and US consumers, according to exclusive consumer insights. However, few plan to cut back on their use of the platform.
Five lessons on how not to do pricing from Elon Musk’s Twitter
Mark RitsonThere is a perfect pricing case study in the way the new Twitter CEO, Elon Musk, communicated his proposed fee for a ‘blue tick’ on the platform – just do the exact opposite of what he did.
Elon Musk takes over Twitter amid a challenging market for digital advertising
Niamh CarrollMusk’s acquisition of Twitter comes as Meta, Google and Snap all report a slowdown in their advertising businesses, with demand waning due to the difficult macroeconomic environment.
‘There’s a danger it becomes the Elon Musk show’: What Twitter’s takeover means for brands
Molly InnesFrom debates over transparency and moderation, to what he really means by “freedom of speech”, what does the Tesla CEO’s Twitter takeover mean for brands?
Four ways that Twitter is tackling brand safety
Marketing Week PartnerThe social media environment can become a safer space for both brands and consumers when people feel secure and confident enough to share their voice.
The founder model works, even if Jack Dorsey didn’t for Twitter
Mark RitsonDorsey’s contention that founder-led businesses are overhyped doesn’t hold water. The right founder offers huge marketing advantage – that just wasn’t him.
Why Twitter’s ‘next big ideas’ will be user-generated
Lucy TesserasTwitter has always relied heavily on users when it comes to innovation, but its recently launched prototype app will play a fundamental role in helping the brand stay ahead of consumer demand.
Twitter CEO promises overhaul of ‘clunky’ ad offering
Sarah VizardTwitter’s boss Jack Dorsey admits the platform hasn’t done enough to differentiate its ad product or prove to advertisers that it works.
‘Give marketers flexibility and you’ll see a productivity boost’
Rachel GeeWith commuting length and working hours at an all time high, and sick days hitting a low, experts have their say on how leaders can introduce a healthy work-life balance to increase productivity.
Can Twitter turn its ‘influence and impact’ into ad revenues?
Rachel GeeTwitter is looking to “reset and focus on its strengths” in 2017 as it attempts to turn its growing influence and user numbers into revenues.
England’s Euro 2016 defeat most tweeted TV moment of the year
Charlotte RogersIn a year of almost 100 million TV-related tweets, England’s loss to Iceland in the UEFA European Championship was the most tweeted about programme of 2016.