The real Musk effect

The advertising jury waits and watches to see which way the new CEO will jump.

As global brands, including General Motors and Pfizer, suspend advertising on Twitter after its acquisition by Elon Musk, some in South Africa’s digital community are sounding a note of caution about the platform. Others believe concerns are merely a short-term blip.

Tom Manners, co-CEO of the Clockwork agency, believes major advertisers will take a dim view of Twitter under Musk. “Platforms that can offer a diminished risk of being associated with hate speech, violence and extremist views, while also maintaining a strong verified base of users, will attract revenue. Conversely, those who represent a reputational threat to brand integrity simply will not.”

“If it works, advertisers will support it. If it does not work, advertisers who have already committed will want compensation. And if we do not know, we will invest against minimum guarantees.” Armandt J Viljoen, CEO and head developer at Dimension WebWorx, says Musk is appealing to brands to trust his judgment. “Only time will tell if his gamble pays off. I believe he will continue to make Twitter an even better platform for communication. I think he will aspire to keep the platform from being considered negative and will see the impact it can have in a short and to-the-point tweet while keeping the platform as neutral as possible.

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FinancialMail /  🏆 20. in ZA

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