Twitter is currently experiencing disruptions in its service due to a potential bug in its web app. It is speculated that the bug is causing an infinite loop of requests to Twitter.
In addition to this technical issue, Twitter has recently restricted access to its platform for users who are not logged into an account.
In a playful tweet, Elon Musk, the CEO of Twitter, jokingly explained that the reason for the access restriction is to encourage users to go outside and reduce their addiction to the platform.
Potential Impact on Twitter’s Revenue
After losing high-profile advertisers when Musk took over, Twitter has been working hard to regain their trust and secure new advertising partnerships. Major brands such as Volkswagen, Balenciaga, Carlsberg, and Dyson canceled their ad campaigns on Twitter in November.
Internal figures show that Twitter’s US advertising revenue has declined by 59% in the past year, reaching $88m (£70m) in the five weeks from April 1.
Since the appointment of Linda Yaccarino, former head of advertising at NBCUniversal, as the new CEO of Twitter, advertisers have started to regain confidence in the platform. GroupM, a part of WPP, has stated that Twitter is no longer considered a “high-risk” platform for brands.
However, the recent policy change implemented by Musk suggests a return to his spontaneous management style, which might unsettle advertisers once again. Moreover, limiting the time users spend on Twitter will undoubtedly decrease the number of views advertisers can expect for their ads.
In addition, Twitter’s decision to make blue ticks available to all subscribers has also raised concerns among advertisers. This change allows users to impersonate high-profile accounts, leading to incidents like the fake profile claiming to be Eli Lilly, which caused a significant drop in the company’s stock value in November.
Prior to this change, blue tick badges were only granted to users and companies who had their identities verified by Twitter staff.
Potential User Exodus from Twitter
Musk’s decision has received backlash, with former Twitter director of product management, Esther Crawford, criticizing his lack of customer empathy and data-driven decision-making.
It appears that some users have indeed moved away from Twitter. Bluesky, a rival social media platform backed by Twitter founder Jack Dorsey, had to temporarily pause new user sign-ups due to a surge in demand.
Meanwhile, Meta, the owner of Facebook, is reportedly preparing to launch its own Twitter competitor called Threads, adding further pressure on Musk’s social media platform.
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