Brand Strategy Learning Twitter

Elon Musk says ‘Twitter aspires to be the most respected advertising platform’


By Webb Wright, NY Reporter

October 27, 2022 | 3 min read

Elon Musk, who’s expected to finalize his deal to buy Twitter tomorrow, says he intends to welcome everyone’s views on the platform, while also making it possible for users to personalize their experiences.


Elon Musk is expected to officially buy Twitter on October 28 for $44bn / Adobe Stock

Elon Musk, the soon-to-be owner of Twitter, has taken to the social media platform to clarify his views on advertising.

On Thursday morning, Musk – the wealthiest person in the world – published a three-part post on his personal Twitter account, titled ‘Dear Twitter Advertisers.’ In the post, Musk wrote that “Twitter aspires to be the most respected advertising platform in the world that strengthens your brand and grows your enterprise.”

Musk also claimed that his primary motivation for buying Twitter is his belief that “it is important to the future of civilization to have a common digital town square, where a wide range of beliefs can be debated in a healthy manner, without resorting to violence.” He then claimed that “traditional media” has been engaged in “a relentless pursuit of clicks” that has made public and political discourse more divisive.

After agreeing to buy Twitter in April, Musk tried to back out of the deal after a short negotiation period. He agreed to proceed with the deal earlier this month and is expected to finalize his purchase of Twitter for $44bn tomorrow.

Musk has floated the idea of reinstating the Twitter account of former president Donald Trump, who was banned from the platform two days after the January 6 2021 attack on the US Capitol Building. According to The Wall Street Journal, that move could likely cause several companies to stop advertising on Twitter.

“In addition to adhering to the laws of the land, our platform must be warm and welcoming to all,” the billionaire wrote in his Thursday tweet.

Musk added this morning that he intends to steer Twitter in a direction that prioritizes individual experience and preference. “I also very much believe that advertising, when done right, can delight, entertain and inform you; it can show you a product or service or medical treatment that you never knew existed, but is right for you,” he wrote. “For this to be true, it is essential to show Twitter users advertising that is as relevant as possible to their needs. Low-relevancy ads are spam, but highly-relevant ads are actually content!”

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