There has been another explosion in the X Labs, which is not uncommon for the mad scientist Elon Musk. Since Musk took over, odd moves at X have become the new normal. Axios reports that X is depreciating its promoted accounts ad options, allowing brands to highlight their accounts in user feeds.
I Depreciate That…
Twitter’s ‘Promoted Accounts’ also go by ‘Follower Objective Ads’ and have long been a key brand awareness tool. However, the concept no longer resonates with X’s new approach, which focuses on video and other interactive ad formats.
As per Axios:
“Promoted accounts are one of the oldest ad formats offered on the platform. The ads appear as text-based posts within the X timeline and include a “Follow” button for the account promoting them. But follower ads, while easy to sell, are static. They don’t leverage any of the multi-media tools, like video, that X is trying to lean into.”
X’s team has been informing clients of the change, which is already gone active in some regions. However, why it is up for removal as an ad option remains unclear. X’s new approach is about moving very fast, similar to how Meta (then Facebook) began its climb. X’s growth pacing will lead to a more fragmented rollout of each change, likely misaligning some elements with users.
Such is the cost of rapid change. It is hard to know exactly when each element will be final, but Team X confirms the phasing out of Follower Campaigns. X, moving forward, will prioritize more adaptive content formats. X has also informed ad partners that they can use other ad units like engagement and reach objectives promotions.
It is too early to tell what impact the removal will have, though Axios mentions the revenue from Follower Campaigns. X Follower Campaigns generate around $100 million annually – a fraction of X’s $4.4 billion in 2022. X saw a 50% decline in ad revenue since Musk’s takeover, with each loss significant towards its broader profitability push.
The Wrap
Regardless of what others say, Musk has a vision of what he wants. New X CEO Linda Yaccarino also looks to stamp her footprint on the business. That in mind, it is inevitable that some formats will undergo refinements, with a view to the app’s next stage. Users must rely on posting quality stuff that aligns with the latest algorithm shifts to maximize X reach.
While that is not necessarily bad, it will impact other strategies. A profitable future remains murky for X, while removing promoted accounts further compounds the issue. Nevertheless, the complex machinations of Musk’s mind can still lead to a breakthrough.
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