Sara Fische
X, the company formerly known as Twitter, will no longer allow advertisers to promote their accounts within the platform’s timeline to attract new followers, according to an email to advertising clients obtained by Axios.
Why it matters: Promoted accounts — or “Follower Objective” ads — generate more than $100 million annually in global revenue for X, a source familiar with the company’s business told Axios.
Details: In a note to clients on Aug. 10, an X representative said the company planned to start “depreciating the Followers objective” ad unit beginning as soon as last Friday.
What they’re saying: Asked for comment, X acknowledged that the company was depreciating the ad unit.
Be smart: Many advertisers rely on promoted follower ads to grow their businesses. Follower objective ad units allowed marketers to target potential audiences with more precision than they could through organic tweets.
Between the lines: The source familiar with X’s business told Axios the change was driven by X’s product group, not the revenue side of the company.
The big picture: The hurried product change is the latest in a larger effort by X to prioritize new content formats and products, regardless of their short-term business impact.
Courtesy: (Axios)
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