In an ambitious effort to reclaim the lost advertisers and rejuvenate the Twitter platform, the company’s new Chief Executive Officer, Linda Yaccarino, is crafting a variety of key measures. Yaccarino took on the CEO role on June 5, following a period of instability under Elon Musk’s ownership.
A key part of Yaccarino’s strategy involves the introduction of an innovative video ads service, reported the Financial Times. This service will feature full-screen, sound-on video ads for users exploring Twitter’s recently launched short-video feed.
Additionally, Yaccarino is reportedly engaged in negotiations regarding a comprehensive partnership with Alphabet-owned Google. The potential partnership will encompass not just advertising, but also access to certain aspects of Twitter’s data.
The CEO’s recovery plan further includes the restructuring of multiple contracts with tech industry heavyweights such as Amazon.com, Salesforce, and IBM into broader collaborations, thereby increasing the social media giant’s partnerships.
This move comes after a tumultuous time for Twitter. Following its acquisition by Musk in October, the company grappled with numerous challenges, including massive layoffs, widespread criticism over lax content moderation, and an exodus of many advertisers objecting to the presence of their ads alongside inappropriate content.
In light of this, Yaccarino’s proposed reforms signal a hopeful future for the social media platform, demonstrating a focus on video, creator, and commerce partnerships as a pathway to revitalizing the company’s business beyond digital advertising.
The news is based on an article published by Malaymail.com.