*This article is reprinted from DIGIDAY+, a paid service of DIGIDAY[Japanese version]for next-generation leaders responsible for branding.
The Twitter landscape continues to change.
The future of Twitter under Elon Musk’s leadership remains uncertain, and what role advertisers will play.
In the second week of November, new questions surfaced about brand safety on Twitter. Users can pay $8 to be authenticated as “official users,” prompting a wave of users to pretend to be official accounts of brands like Eli Lilly and Nintendo. . Posting content that the brand would not normally post and gathered a lot of attention.
For Eli Lilly in particular, dealing with impersonation by fake users was costly. Paid user authentication features have been suspended, but some marketers have not only suspended spending on the platform, but even stopped posting on the platform altogether, while others, such as Balenciaga and Playbill, Suspended the account.
Need for a contingency plan
“It’s really hard to keep up,” said Nick Mayer, director of social media strategy at Campbell Ewald. ’ is putting marketers in a tough spot, he added. “The number one piece of advice we give is to have a contingency plan, because really, when you get into trouble, you get into it.”
Marketers and agency executives say it feels like suddenly the guardrails have been removed. He said he continues to monitor Twitter to see if his brand is suddenly embroiled in impersonation or problems like Eli Lilly. Marketers and agency executives say they don’t know what to do long-term without guidance from Twitter, short of monitoring the platform and pausing paid ads and posts.
“Twitter’s reputation is tarnished,” said Mekanis partner and chief social officer Brendan Gahan. “Advertisers are scrutinizing their role on platforms more than ever. It’s hard to keep trusting that Musk has their best interests in mind, the chaos is throwing attention everywhere, and the patience of marketers is running out. be”
Changes to the World Cup
The Twitter uproar came just before the World Cup. The World Cup, one of the few global sporting events to get people talking on Twitter, kicked off later this month. Brands that have turned to Twitter to generate stories and social commentary about the World Cup may be hesitant to do so given the current uncertainty on Twitter, according to marketing and agency executives. do not have. Nonetheless, agency executives noted that brands have not been very active on Twitter in recent years.
“It’s been years since Twitter was the center of advertising campaigns, even for brands with a large Twitter presence,” Mayer said. “It’s been a long time since brands’ interactions at the Super Bowl were a big topic. It’s dried up a bit. Instead of focusing on multiple platforms, clients are focusing on a few platforms. It’s starting to hit, and this Twitter ruckus may accelerate change.”
[Original: Marketing Briefing: Twitter brand impersonations cause some marketers to seek crisis response plans]
Kristina Monllos (translated by Kon Tsukamoto, edited by Chisato Kuroda)
Source: BusinessInsider
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