In the wake of Elon Musk’s chaotic takeover of Twitter, several of the world’s largest ad agencies have advised clients to pause advertising their brands on the social media network due to concerns over “brand safety”. Thousands of Twitter employees either quit or were let go which reportedly affected moderation capacities, including those dedicated to ensuring adverts do not appear next to online content that could damage the image or reputation of a brand.But advertising on Twitter was risky even before Musk took over. In general, advertising on social media is fraught with serious traps for brands. Rolling news feeds plus potential widespread hate speech and disinformation could result in reputational damage with every scroll if there is a misstep.No airline wants their adverts placed next to breaking news of a plane crash. No brand would tolerate their product appearing beside posts soliciting child abuse material, praising terrorist acts or commending a famous footballer for drop-kicking his cat.
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