SAN FRANCISCO - Elon Musk’s move to temporarily cap how many posts Twitter users can read on the social media site could undermine efforts by new CEO Linda Yaccarino to attract advertisers, marketing industry professionals said.to discourage “extreme levels” of data scraping and system manipulation.
Yaccarino has sought to repair relationships with advertisers who pulled away from the site after Musk bought it last year, the Financial Times reported last week. Lou Paskalis, the founder of advertising consultancy AJL Advisory and former marketing boss at Bank of America, said Yaccarino is Musk’s “last best hope” to salvage ad revenue and the company’s value.
Hours later, he said the cap was raised to 10,000 posts per day for verified users, 1,000 per day for unverified and 500 posts per day for new unverified users. Olivia Wedderburn, an executive at creative agency TMW Unlimited, said she was advising her clients to “stop investing in Twitter immediately,” because the platform was turning away heavily engaged users, which she said is the “sole reason” to advertise on Twitter.
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