Apple and Amazon Resume Advertising on Twitter

Twitter Apple advertising
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Twitter Apple advertising
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Photo Credit: Akshar Dave

Apple and Amazon have fully resumed advertising on Twitter following Elon Musk’s takeover.

Apple has “fully resumed” advertising on Twitter, according to Elon Musk, who made the announcement during a Twitter Spaces conversation broadcast from his private plane. Additionally, Platformer‘s Zoë Shiffer reported that Amazon plans to increase its Twitter advertising to as much as $100 million per year. Apple and Amazon had both reportedly paused advertising campaigns following recent turmoil on Twitter.

On Saturday, Elon Musk explained during a Twitter Spaces broadcast that Apple had “mostly stopped advertising on Twitter.” He had said previously that the company had threatened to remove the platform’s iOS client from the App Store, which the billionaire played up as a censorship issue: “Do they hate free speech?” Musk asked his followers.

Two days later, Musk said he had met with Tim Cook and that they had “resolved the misunderstanding about Twitter potentially being removed from the App Store.” Musk said that Cook was clear that Apple never considered doing so, noting that Apple is the largest advertiser on Twitter. Musk also thanked advertisers “for returning to Twitter.”

Apple had temporarily stopped its advertising on Twitter following the Club Q shooting in Colorado Springs on November 19. However, it’s notable that brands often dial back their Twitter ads following tragedies like shootings and natural disasters to avoid their brand being seen next to tweets about human tragedy.

Meanwhile, Zoë Schiffer reported Saturday that those close to the situation say that Amazon plans to increase Twitter advertising spending to as much as $100 million per year. While Amazon had not wholly ceased its advertising on Twitter, the retail giant had reportedly paused some campaigns while continuing to advertise on the platform.

Both Apple and Amazon fully returning to the platform comes amid continuing reports that Twitter’s advertising revenue has seen a significant drop since Musk’s takeover in late October. During the first week of the World Cup in Qatar, Twitter made only 20 percent of its anticipated ad revenue. 

The company has repeatedly cut its internal revenue projections for the year’s final quarter. Musk had previously told employees that the company was in dire straits financially and that bankruptcy was not yet ruled out.