Twitter upheaval has brands on edge
implement a paid account verification service has attracted imposters spreading misinformation, which experts said could lead major brands to further pull back from the social media platform owned by billionaire Elon Musk.
Data from outside research firms and statements from several advertisers show Twitter’s ad business may not be bouncing back that quickly. Rachel Moran-Prestridge, a postdoctoral scholar at the University of Washington’s Centre for an Informed Public, said Twitter’s checkmarks for years gave users confidence an account was legitimate.
Within the next 48 hours, all but 110 of the most-followed Twitter accounts suddenly had verification through Twitter Blue, indicating Twitter likely gifted the checkmarks, independent researcher Travis Brown said. Since the initial roll-out of the Twitter Blue service in November, imposter tweets have spread harmful misinformation.
“Brands have already stopped ads on Twitter, many won’t come back, and I have a feeling more companies will put an end to advertising on the platform,” Yaverbaum said in an e-mail.
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