Apr 8, 2022Liked by Alex Kantrowitz

This is weak analysis.

I worked at Twitter as a senior exec for a long time.

Twitter has no issues persuading brands to advertise. In fact the cost of advertising on Twitter is higher (per thousand users or per engagement) than Google or Facebook. The only reason Twitter’s ad business isn’t bigger isn’t the lack of persuasion of marketers.

They already pay a premium to use it. It’s because

1) it doesn’t achieve great results for advertisers (a combination of weak targeting and poor formats)

2) the platform is significantly sub scale. The average Twitter user uses it 7 minutes a day. For instagram and Facebook that figure is an hour.

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