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Twitter’s exciting business revamp: Putting video and commerce front and center

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After Elon Musk took the helm of Twitter in October, the company went through a tough time with many problems. The company had to fire many employees, received negative feedback for not monitoring inappropriate content well, and lost many advertisers who did not want their ads displayed next to inappropriate posts

According to a presentation seen by Reuters, Twitter has plans to improve its business beyond digital advertising by focusing on video, collaboration with creators and commerce partnerships. The owner, Elon Musk, and the new CEO, Linda Yaccarino, shared this information with investors. Yaccarino, who was recently named CEO, mentioned that Twitter is already in initial discussions with political and entertainment figures, payment services, and news and media publishers about potential partnerships. This presentation was the first time Yaccarino addressed the company’s investors

When Elon Musk took over Twitter in October, the company went through a period of turmoil. The company had to lay off thousands of employees, faced criticism for not moderating content effectively, and saw many advertisers leave due to concerns about their ads would appear alongside inappropriate content.

To address these challenges, Musk appointed Linda Yaccarino as the new CEO. Yaccarino is an experienced advertising executive known for her work on modernizing ad sales at NBCUniversal, which is owned by Comcast. This move suggests that digital advertising will remain a focus for Twitter.

Initially, some advertising firms advised their clients to pause their ad spending on Twitter after Musk took office. However, according to a slide shown during the presentation, those recommendations have since been reversed, and none of the major ad holding companies are currently recommending a pause.

The presentation also highlighted that several well-known brands, including Warner Bros, Mondelez, McDonald’s and Walmart, have resumed advertising on Twitter after initially pausing their campaigns. This indicates a positive shift in advertisers’ sentiment toward the platform.

Overall, the appointment of Yaccarino and the return of prominent brands advertising on Twitter show the company’s efforts to address its challenges and restore advertiser trust.

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