Musk companies begin buying Twitter ads as advertisers withdraw
Christopher Hutton
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Elon Musk’s SpaceX has begun using Twitter to promote its products while other advertisers leave the platform.
SpaceX ordered one of the larger advertising packages on Twitter to promote its satellite service Starlink in Spain and Australia, according to CNBC. The decision arrives as advertisers withdraw their campaigns from the platform over content moderation complications and fears about Musk manipulating the advertising market to his benefit.
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The purchased campaign is known as a Twitter “takeover” and will cost the company $250,000 a day to put the brand on the top of Twitter’s timeline, according to internal documents.
Advertisers have slowly pulled their content from the platform over the two-and-a-half-week period since Musk took over the company. Several advertisers have temporarily withdrawn their campaigns due to their desire to see Musk’s decisions regarding content moderation. Musk has attempted to reassure advertisers by claiming in a note on Oct. 27 that Twitter would not become a “free-for-all hellscape.” He also met with multiple civil rights leaders to discuss content moderation, although advertisers are still uncertain about whether Musk will adhere to his promises.
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However, Musk complained when companies such as General Mills, Pfizer, and Audi withdrew their campaigns, claiming they were doing so at the behest of “activist groups” to limit free speech.
Other companies are worried about what happens when their competitor controls a platform they advertise on. Several car manufacturers are reevaluating their advertising on Twitter because Musk, the owner of Tesla, owns the platform.