Linda Yaccarino, the newly appointed CEO of Twitter, is implementing a range of strategies aimed at enticing back advertisers who departed during Elon Musk’s tenure. According to a report from the Financial Times (FT) on Wednesday, these measures include the launch of a video advertising service, efforts to attract more celebrity endorsements, and an expansion of the company’s workforce.
Yaccarino, who took on the CEO role on June 5, is reportedly planning to introduce immersive, full-screen video advertisements with sound that will appear to users navigating through Twitter’s newly integrated short-video feed. This initiative is expected to enhance engagement on the platform, according to three sources familiar with the developments.
Furthermore, she is exploring a potential partnership with Google’s parent company, Alphabet, that would encompass advertising opportunities alongside access to specific data from Twitter, as per insights from an informed source.
In addition, Twitter aims to consolidate existing contracts with technology firms such as Amazon, Salesforce, and IBM into more comprehensive partnerships, the report indicated.
Twitter has yet to provide a response to a request for comment from Reuters regarding these plans.
Earlier this month, Reuters highlighted that Twitter’s strategy would shift towards enhancing video content, fostering creator partnerships, and expanding into commerce to revitalize its business model beyond traditional digital advertising.
The platform has faced significant challenges since Musk’s acquisition in October, marked by extensive layoffs, criticism regarding content moderation practices, and a decrease in advertiser confidence, leading many to withdraw their advertisements due to concerns about associating their brands with inappropriate content.
© Thomson Reuters 2023
