Twitter rolled out a new “official” badge for high-profile accounts and then just as quickly scrapped the program, with Elon Musk telling advertisers the company would do further experiments under his ownership.
Elon Musk sought to reassure big companies advertising on Twitter that his chaotic takeover of the social media platform won’t harm their brands, acknowledging that some “dumb things” might happen on his way to creating what he says will be a better, safer user experience.
Scores of companies big and small made their presence known among the more than 100,000 Twitter Space listeners by signing in with their brand Twitter accounts. The brand accounts for companies including banks Deutsche Bank, TD Ameritrade, gas company Chevron, automaker Nissan, airline Air Canada and many others appeared. Car brand Audi, which has paused Twitter ads, was there, as was retailer R.E.I., which said after the call its ads were still paused.
Musk had earlier threatened by tweet a “thermonuclear name & shame” on advertisers that quit Twitter. But he took a more measured approach on Wednesday, asking them to “give it a minute and kind of see how things are evolving.” The site’s current system of using “blue checks” to confirm an account’s authenticity will soon go away for those who don’t pay a monthly fee. The checkmarks will be available for anyone willing to pay a $US7.99-a-month subscription, which will also include some bonus features, such as fewer ads and the ability to have tweets given greater visibility than those coming from non-subscribers.
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