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Musk’s X social media platform shuts down promoted accounts ad business

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Published Tue, Aug 15, 2023 · 07:30 PM
    • Promoted accounts or "Follower Objective" ads generate over $100 million in annual global revenue for X.
    • Promoted accounts or "Follower Objective" ads generate over $100 million in annual global revenue for X. PHOTO: REUTERS

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    SOCIAL media company X, formerly known as Twitter, will no longer allow advertisers to promote their accounts within the platform’s timeline to attract new followers, Axios reported on Tuesday (Aug 15), citing an email to advertising clients.

    Promoted accounts, or “Follower Objective” ads, generate more than US$100 million annually in global revenue for X, according to the report.

    X did not immediately respond to a Reuters request for comment.

    Advertisers largely rely on promoted follower ads to drive business on the platform and target certain audiences.

    CEO Linda Yaccarino, the former advertising chief at NBCUniversal, has been trying to rebrand the company’s image since she started as CEO on Jun 5 and bring back advertisers who left the platform after Elon Musk’s changes. REUTERS

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