AdWeek’s sources stand out among the Twitter exodus, because Musk arranged a series of private meetings to keep them on the platform. It didn’t work, but they chose to remain anonymous. One of the companies in question is a major producer of consumer-packaged goods (defined via Investopedia), while another chose to remain anonymous beyond being a long-term customer of ad space on Twitter.
Sources agreed that their clients’ primary problem with Twitter is a lack of clarity. A representative at the CPG company described Musk as “all over the place” in their meeting and unable to deliver clear, concise answers to pressing questions. Other sources noted that Musk was “actively listening to concerns of agency leadership about brand safety and what that means for the clients,” but qualified the statement, saying “we’re looking for signal in a lot of noise.”
That lack of clarity has in many ways been the primary takeaway from Musk’s first week as Twitter owner and CEO. He seems to have arrived at Twitter with many of ideas but no actual strategy. So long as that’s the case, advertisers and other Twitter stakeholders, including ordinary users, will likely continue to distance themselves from the platform.