"The advertiser trust deficit that Linda Yaccarino needs to reverse just got even bigger," says expert
Elon Musk's measure to limit the number of tweets users can view on the social platform could hamper the company's new Chief Executive Linda Yaccarino to attract advertisers, experts said, according to Reuters.
Twitter chief Elon Saturday decided to limit the number of tweets a user could see in light of "extreme levels" of data scraping and system manipulation.
The move has upset many Twitter users, forcing them to mull
quitting the platform. "Goodbye Twitter" trended following Musk's
announcement.
In line with the new guidelines, the social
platform has limited tweets for verified accounts to 10,000, 1,000 tweets
per day for non-verified users, and 500 tweets for new unverified
accounts.
Musk, who also owns SpaceX, did not give a timeline for
how long will the new measures remain in place.
The ad industry's experts said the measure could disturb the
plans for the new Twitter CEO, who took charge last month.
The
Financial Times reported last week that the new chief executive plans to
mend relations with advertisers, who pulled their content from the platform
following Musk's purchase of Twitter.
Mike Proulx, research
director at Forrester, said Sunday that the move is "remarkably bad" not
only for users, but advertisers as well, who are already shaken by the
"chaos" that Musk brought to Twitter.
"The advertiser trust deficit that Linda Yaccarino needs to
reverse just got even bigger. And it cannot be reversed based on her
industry credibility alone," he said.
Founder of advertising
consultancy AJL Advisory Lou Paskalis said Yaccarino is Musk's "last best
hope" to salvage ad revenue and the company's value.
"This move
signals to the marketplace that he's not capable of empowering her to save
him from himself," Paskalis said.
Jasmine Enberg, principal
analyst at Insider Intelligence, said the move to limit tweets for users
could prove "catastrophic" for Twitter's business.
"This
certainly isn't going to make it any easier to convince advertisers to
return. It's a hard sell already to bring advertisers back," she added.
