Car makers are especially concerned, partly because they compete with Tesla, another one of the companies Musk owns. Last week, General Motors announced it paused advertising on Twitter. Auto brands have a unique problem in that they would not want to support a rival, ad leaders told Ad Age; also, they are worried about potentially sharing any data about their customers, which they use to market on Twitter.
A Ford representative said that it does not have ads on the platform. “We do not currently have any ads running on Twitter,” a Ford spokesperson said in an email. “We will continue to evaluate the direction of the platform under the new ownership. Meanwhile, we continue to engage with our consumers on the platform.”
A Nissan spokesperson said by email: “Nissan does not share our go-to market strategy externally. However, we regularly evaluate and adjust advertising efforts regarding how and where we showcase Nissan’s product portfolio to best connect with consumers.”
Also, on Monday, the Global Alliance for Responsible Media, the ad industry group that works with social media platforms on brand safety standards, issued its first comprehensive statement about Musk-owned Twitter. Rob Rakowitz, initiative lead at GARM, wrote that the group hoped Musk would apply his talent for innovation to solving brand safety issues on social media. “We view the topics of platform safety and brand safety as being quite serious and can impact human life and society in very serious ways, Rakowitz wrote. “There are a lot of eyes on leaders in this space, which now includes you.”
While advertisers weigh their options to advertise or not to advertise, Musk is busy making plans for the future of the platform. Musk floated ideas on Twitter about rebuilding Vine, the short-form video app that was a precursor to TikTok. Twitter bought Vine in 2012 and shut it down in 2016, but the app still holds a nostalgic place in the hearts of internet creators.
Musk tweeted about tinkering with charging more for Twitter’s subscription services. The Verge reported he could even try to fetch $20 a month to issue blue checkmarks, which are a status symbol on the app, an idea that did not seem to go over well on the platform.
Author Stephen King cursed about the potential charge on Twitter. Musk, who changed his title to Twitter Complaint Hotline Operator on the platform, responded early Tuesday.
Read More: Elon Musk to meet with Twitter advertisers to discuss brand safety