Twitter / X
X; Bargain reach,
but at what cost?
Slipstream Issue 1
Abi Bateman, Senior Paid Social Manager

A year on since Musk’s acquisition of Twitter, there are still some uncertainties about the company's growth plans. Their biggest revenue driver, advertising has slumped. Many advertisers have pulled from the platform on concerns of brand safety, which has resulted in a recent court case on the placement of advertising against unsavoury content.
We can’t ignore the need they have for immediate income, despite executives claiming multiple income streams on their route to being the ‘everything platform’. CPM’s are at a record low level as they have increased inventory, to entice advertisers back to spending. The question is, is it safe for our brands to appear there? The answer is yes (and no) because activity requires ever more careful set up and management. Our recommendation to run on X will depend on your goals and the category you operate in.
The targeting capabilities are still very different and in some cases more advanced, with contextual, celebrity follower lookalikes and hot topics are all options that can be attractive to some industries, such as entertainment. Right or wrong, Bicycle will be keen to advise on the best use of the new ‘X’ and how to build it into your Media Experience.