The days of solely relying on digital ads seem to be over for Twitter. A restructuring led by owner Elon Musk and CEO Linda Yaccarino indicates a new focus on video, creators, and commercial collaborations.
CEO Linda Yaccarino has recently confirmed that Twitter is on the verge of entering into several potential partnerships. These partners range from political and entertainment figures to payment services and news and media channels.
Following a series of challenges that Twitter faced after Musk's takeover, including layoffs, criticism over content moderation, and an exodus of advertisers, Yaccarino's appointment has given Twitter a new momentum. Digital advertising remains a priority for the company, as evidenced by the return of major brands to the advertising platform.
Under Musk, Twitter has changed its corporate name to X Corp, demonstrating his ambition to create a 'super app' that could compete with platforms like WeChat. Twitter is working on licenses to enable money transactions and is placing a strong emphasis on video content. The introduction of shows like "Tucker on Twitter" suggests that Twitter is considering selling ads and sponsorships alongside creators' video content.
Yaccarino has hinted that Musk is strongly supportive of her ideas, indicating a positive start to their collaboration. Through this restructuring, Twitter will not only survive but also thrive in the ever-changing landscape.
Social Media
2 min
20 June 2023
Auteur
Lisanne Groot
marketing consultant
Twitter's new focus: video and commercial collaborations for business innovation
Over Lisanne Groot
marketing consultant