Or invest or demand: so I would have pressed X to the advertisers to return to the Redile

It is no secret that many advertisers fled in unplanned xthe once social network known as Twitter, when the South African billionaire Elon Musk bought the famous social network in October 2022 and implemented on this platform a much more lax content moderation policy that made some brands fear for the sacrosanct «Brand Safety».

Given this situation, which logically bled the coffers of X, the social network would not have been in any way crossed arms and To try to win the favor of the advertisers who turned their backs on their day, he would have supported tactics of a coercive natureas reveals The Wall Street Journal.

According to the renowned New York rotary, Elon Musk and Linda Yaccarino, CEO of X, would have led an aggressive campaign to try to reconcile with advertisersto those who would have threatened with demands if they refused to invest again in the social network.

The telecommunications giant Verizonwhich had not been announced in X since 2022, would have been avenue, for example, to invest at least 10 million dollars throughout this year on Elon’s social network after being confronted with a legal threat. And also the fashion firm Ralph Lauren I would have invest again in advertising in X after being threatened with a lawsuit.

Threats and demands: the tactic that X would have used to convince advertisers to return to the social network

At least six advertisers would have returned to X after having to fight with similar pressure tactics by the social networkaccording to The Wall Street Journal. Some agreements made between X and advertisers would include binding investment commitments in advertising, while others did not include binding clauses, but they would have forged in any case under coercion.

Between bambalins X’s lawyers would have warned advertisers that they could eventually be included in a lawsuit currently in progress in which several brands of deliberately boycotting the social network are accused. In August of last year X he recorded in the courts a lawsuit against the World Federation of Advertisers (WFA) and great brands such as Unilever, Twitch and Lego. Subsequently, some advertisers (Unilever, for example) were eventually excluded from that demand afteriring agreements with X to re -invest in this platform.

With the controversial campaign orchestrated by Elon Musk and Linda Yaccarino X he would have tried to insufflate new life to his weakened advertising business. After Musk acquired Twitter (now x) for 44,000 million dollars in October 2022, the “engagement” of users on this platform would have plummeted. And simultaneously many advertisers would have deliberately separated from this platform for fear that its advertising would appear located next to content of a doubtful nature (the result of the political moderation of X content moderation).

Linda Yaccarino, a nbcuniversal exexecutive that was recruited as CEO of X in mid -2023, initially tried to file roughness with advertisers with new tools focused on “Brand Safety” and new content agreements (including “Highlights” of the NFL and the NBA). However, it seems that These types of measures would not have been enough and would have finally taken X to adopt more coercive tactics.

Advertising investment in X has slightly traced the flight in recent months

One of X’s lawyers would have gained, without going further, to Pinterest To invest for a period of two years the same amount that he spent on this platform before his acquisition by Elon Musk. And if Pinterest did not yield to the pressures of X, the social network would make the determination to sue the one who was once his client. However, Pinterest would have refused to announce again in X because he considered that he obtained better results from the point of advertising efficacy on other platforms. Before Pinterest’s resistance to return to the fold, X would have fulfilled his threat and included, in fact, the social network in the demand consigned in August last year In court.

Elon Musk has been extraordinarily belligerent on multiple occasions with the advertisers who gave plant in their day to x. In November 2023 the South African charged during the advertisers who had abandoned X and accused them of blackmail and trying to “kill” the social network. On that occasion Musk spoken the advertisers who had put the social network the following outburst: “Go Fuck Yourself.”

The advertising income of X fell from the 4.6 billion dollars harvested in 2022 to the 2.6 billion dollars last year (And that advertising expense experienced a double digit growth for the same period of time). Of the flight of the advertisers of X would have ultimately benefit from Google, YouTube, Amazon, Tiktok and also Snap.

Even though advertising investment in X would have slightly traced the flight, its advertising income would remain significantly below what was usual before its acquisition by Elon Muskaccording to The Wall Street Journal. Emarketer estimates that in 2025 advertising investment will grow in X for the first time from the change from the hands of the social network, but the figures will be predictably below the investment in the era prior to Elon Musk.

It seems, on the other hand, that Some advertising agencies would be claiming legal immunity In front of possible demands by X before you can invest again in this platform.