Users are outraged by the latest innovations
Elon Musk’s decision to temporarily limit the number of messages that Twitter users can view per day is undermining new CEO Linda Iaccarino’s efforts to attract advertisers, marketing industry experts have said.
Musk announced on Saturday that Twitter would limit the number of tweets per day that different accounts can read in order to discourage data collection and manipulation of the system. Elon Musk later changed the limits : it is now 10,000 messages per day for verified users, 1,000 messages for unverified users, and 500 messages per day for new unverified users.
Users responded by posting screenshots showing they were unable to see fresh tweets, including posts on corporate advertiser pages, after exceeding the limit.
Advertising industry veterans say the move poses a lot of problems for Linda Iaccarino. She is trying to mend relationships with advertisers who abandoned Twitter after Musk bought the service last year.
Elon Musk puts a spoke in the wheel and prevents the new CEO of Twitter
As Mike Proulx, director of research at Forrester, said Sunday, the restrictions are “surprisingly bad” for users and advertisers already appalled at the “chaos” Musk has brought to the platform.
“The lack of advertiser confidence that Linda Iaccarino must fill has grown even larger. And it cannot be made up based only on its reputation in the industry,” he said.
Lou Pascalis, founder of ad consultancy AJL Advisory and former chief marketing officer at Bank of America, said Iaccarino is Musk’s “last hope” to save ad revenue and company value.
“This move signals to the market that Musk is not capable of giving Iaccarino the opportunity to save him from himself,” added Lou Pascalis.
According to Jasmine Enberg, chief analyst at Insider Intelligence, capping user views could be a “disaster” for the platform’s advertising business: “It certainly won’t make it any easier to convince advertisers to come back.”
