Linda Yaccarino, the new Twitter CEO recently appointed by billionaire Elon Musk, is on a roll.
News reports say Yaccarino is presently working on a slew of measures to attract advertisers once again and bring them back to Twitter.
Advertisers hated Twitter since Musk’s takeover
Since Musk’s takeover of Twitter, the platform’s partnerships with advertisers have never been good.
After his takeover of the popular social media platform at $44 billion last year, several major advertisers slashed their ad spending for Twitter, also a response to his stance on content moderation, controversial posts, and weird leadership style. This move wiped off around 50 percent of Twitter’s $5 billion revenue per year.
However, it is interesting to note that even before the billionaire’s takeover, Twitter had not been on good terms with advertisers. Various advertisers and investors lambasted the platform for slugging product innovation and offering a weaker system than other social networks like Facebook and TikTok.
Yaccarino is looking at bringing a revolutionary change to the table.
Tapping celebrities
The new Twitter CEO is reportedly planning to launch full-screen, sound-on video advertisements to be shown to Twitter users scrolling through the platform’s newest short-video feed feature.
Moreover, Yaccarino is also appearing to use her experience as the former advertising head for NBCUniversal, a multinational mass media and entertainment conglomerate corporation, as she told news outlets that she wants to meet media partners, talent agencies, and publishers to bring influential politicians, celebrities, and content creators to Twitter.
With Twitter’s future tie-ups with these high-profile personalities, the social media platform can sell more advertising better, as well as administer sponsorship and branding deals between advertisers and creators.
And that’s not all. Yaccarino is also reportedly in discussions for a more extensive partnership with Google, which will likewise encompass advertising and access to some of the platform’s data.
She also hopes to renegotiate various contracts with technology companies such as Amazon, IBM, and Salesforce.
Win back advertisers’ trust
Apparently, Yaccarino has been mulling this over for quite some time. During her meeting with Twitter’s global sales team earlier this month, the new CEO told the staff that the company would have to work harder to win back the advertisers’ trust.
Notably, the CEO said the company would have to deploy “hand-to-hand combat” or urge the world’s biggest brands in-person rather than from behind their desks to advertise with the platform once more.
Musk announced the appointment of Yaccarino as the new Twitter CEO last month. Yaccarino is an experienced business executive known for her remarkable contributions to the media world.
She was the former chair of advertising sales for NBCUniversal. She is also the executive chair of the World Economic Forum.
After the announcement, Yaccarino expressed her excitement for her new role, saying she has always been inspired by Musk’s vision to create a brighter future for the platform.
Do you think Twitter will succeed in bringing advertisers back?
