Walmart Exits Twitter Ads, Joining Growing List of Companies Ditching X (Formerly Twitter) Amidst Controversy
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Walmart recently made headlines when it announced its decision to quit advertising on Twitter, joining a growing list of brands that have cut ties with the platform in recent months. The company stated that its departure was not due to a change in its advertising policies but rather the poor performance of its ads on the platform.
The retail giant’s decision came during the holiday shopping season, a critical time for advertisers. It marked a significant reduction in Walmart’s advertising spending, with its last ads being circulated around Thanksgiving Day.
Walmart
This move by Walmart follows a series of controversies surrounding Twitter and its CEO, Elon Musk. Musk has been known for his controversial speeches and statements, which have caused a backlash from various communities. One particular incident that caused widespread outrage was when Musk made anti-Semitic remarks, leading to accusations of anti-Semitism against him.
The fallout from Musk’s remarks didn’t stop there. IBM, a prominent company, decided to withdraw its advertising from Twitter in response to the incident. The controversy surrounding Musk intensified further when he met with the president of Israel following the anti-Semitic remarks. This raised questions about his intentions and sparked concerns among advertisers about aligning their brands with a platform that allowed such content to exist.
Moreover, the Israel-Hamas conflict added fuel to the fire. Numerous tweets inciting hatred and promoting violence were allowed to spread on the platform, further tarnishing its reputation. Many advertisers felt that Twitter failed to effectively address these issues and create a safe environment for users and brands alike.
Walmart’s decision to stop advertising on Twitter was driven by a desire to align advertising costs with performance, according to a company spokesperson. The goal was to ensure that future ads on the platform would deliver better results and not be influenced by the recent controversies surrounding Musk. Despite the suspension of advertising, Walmart remains connected to its community of over one million people on Twitter.
The consequences of Musk’s controversial statements have been significant for Twitter. Alongside Walmart, other major companies like Disney and Apple, as well as entertainment companies, suspended their advertising on the platform in November. This move was in response to Musk’s description of an anti-Semitic remark as “the real truth” and his criticism of the Anti-Defamation League.
In addition to advertising withdrawals, Twitter has faced criticism for its content management and moderation. Media Matters reported that ads for certain companies were placed alongside posts supporting Nazis, prompting IBM to pause its advertising spending. Media Matters has since filed a report on these incidents.
At the recent DealBook Summit in New York, Musk openly criticized advertisers who had decided to boycott Twitter. Using profanity, he stated that he would not be blackmailed by public pressure. Musk expressed concerns that the advertising boycott could potentially “kill the company.”
Since Musk’s acquisition of Twitter last year
The platform has struggled to retain advertisers due to concerns about his management style and approach to content moderation. Advertisers are increasingly wary of being associated with a platform that allows for the spread of hate speech and controversial content.
In conclusion, Walmart’s decision to quit advertising on Twitter signifies a growing pattern of brands distancing themselves from the platform. Musk’s controversial statements and the platform’s perceived shortcomings in content management and moderation have led to a loss of trust among advertisers. Twitter now faces the challenge of rebuilding its reputation to regain the confidence of the advertising community.
