Canadian Ad Insider

Twitter is owned by Elon Musk, the new reality became true last Thursday and with it came a number of changes to the management team.  With the new ownership also came a lot of doubt of GM and Forde announced they were going to pause advertising on the platform, according to an article in Forbes.

“We are engaging with Twitter to understand the direction of the platform under their new ownership. As is normal course of business with a significant change in a media platform, we have temporarily paused our paid advertising. Our customer care interactions on Twitter will continue.” – in a statement from GM

“We will continue to evaluate the direction of the platform under the new ownership.” – in a statement from

Ford

Although he issued this tweet it was not enough to convince brands:

Dear Twitter Advertisers pic.twitter.com/GMwHmInPAS

— Elon Musk (@elonmusk) October 27, 2022

Should brands be skeptical about an Elon-owned Twitter?

While no one knows for sure what the future of Twitter will look like there have been a number of missteps that raise serious concerns for any brand looking to ensure its reputation is on a platform that can be trusted to put users first. Over the weekend it was discovered that users of the platform were testing ‘free speech on Twitter.

On Saturday, he tweeted and then deleted a homophobic conspiracy theory including a link to a fringe site that uploaded a salacious article/headline referencing the attack on Nancy Pelosi’s husband at their family home on Saturday.  There is no doubt that Paul Burns, Managing Director of Twitter Canada’s phone has been ringing non-stop since Thursday from agencies and brands looking for more answers that even he could provide about the future of Twitter.  There is also a high probability that Paul will have to give the bad news to some Twitter Canada employees as per Elon’s plan to lay off anywhere from 25-50% of staff.

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