Elon Musk appears to be doubling down on reviving Twitter’s business, even if that means shaking up how the platform attracts brand advertising. The social network has explored offering free ad placements to entice advertisers who paused their campaigns after the acquisition by a highly visible tech figure. The goal is to win back brand budgets that were redirected elsewhere during the transition and the accompanying controversies.
Internal discussions reported by a major business newspaper indicate plans to cover advertisers’ spend up to a significant threshold. The Wall Street Journal cited internal emails showing promises of substantial ad credits, including a total potential incentive nearing half a million dollars. The notes suggested a target figure of distributing up to $500,000 in advertising credits, with openings for generous support before a key date in late February. The strategy appears designed to maximize exposure during high-traffic periods, including the period around major broadcasting events when ad inventory tends to perform best.
Twitter has promoted the idea of free ad space and large-scale credits as a response to the company’s current financing pressures and the need to rebuild the advertising base. These incentives come as the platform responds to a period of revenue contraction since the ownership change. Changes under new leadership—ranging from account reinstatements to policy debates and the verification system’s evolution—have influenced advertiser sentiment. Some brands have steered clear of the platform, worried about brand safety and the visibility of certain content, which in turn affected their willingness to commit to long-term campaigns.
weakened business
The incentive program can be seen as a strategic effort to stabilize the advertising segment that formed a large portion of the platform’s revenue. The broader context involves ongoing questions about the platform’s direction and the financial viability of a social network operating in a competitive digital advertising landscape. Changes introduced by the new leadership have been controversial in some circles, creating a cautious climate among advertisers who once viewed Twitter as a reliable channel for brand messages. The result has been a pullback from some campaigns and a search for safer, more consistent placements elsewhere.
Industry trackers have noted shifts in where large brands allocate their ad budgets. One analytics firm reported that a substantial share of the top 100 advertisers reduced activity on the platform during the early months of the year, with several major names pausing campaigns entirely. This pattern mirrors broader concerns about how platform policies, content moderation, and product changes influence marketing decisions. While some brand partners remain active, others have paused or redirected spending while evaluating long-term strategy and measurement on Twitter’s evolving advertising stack.
Historical data underscores how critical advertising revenue has been for the platform. In earlier years, a dominant portion of revenue came from ads, highlighting the importance of a stable, scalable advertising business for ongoing operations. The current situation underscores the ongoing tension between product experimentation, platform governance, and the commercial realities of maintaining a global social network that counts advertisers among its principal revenue sources. As the company continues to recalibrate its offerings and policies, the ability to attract and retain advertisers will likely influence future financial performance and strategic options. The hope is that targeted credits, if deployed effectively, can help restore advertiser confidence and reestablish Twitter as a credible, valuable place for brand storytelling and reach.