Best Practice Report

Twitter Isn’t Canceled; It’s Downgraded

Determine Your 2023 Twitter Marketing Strategy With A Five-Dimensional Decision Model

December 28th, 2022
With contributors:
Mike Proulx , Shynise McElveen , Peter Harrison


In the weeks following Elon Musk’s takeover of Twitter, chaos ensued. Thousands of employees were laid off or resigned, including Yoel Roth, head of trust and safety, and Sarah Personette, chief consumer officer. Faced with uncertainty around moderation policies, brand safety, and a revolving door of account managers, half of Twitter’s top 100 advertisers (including General Motors, Chipotle, and Apple) paused their ad spend and diverted those dollars to other media channels. This report provides B2C marketing executives with a five-dimensional model to evaluate and determine their Twitter marketing strategy in 2023.

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