Twitter Offers ‘100% Value Add’ to Some Advertisers 

Twitter is reportedly offering to match a portion of the ad spending of some advertisers. 

For those that increase their ad spending by at least $500,000, the social media platform will match those dollars up to $1 million, the Wall Street Journal reported Thursday (Dec. 1). 

In addition to this “100% value ad” for increases of that size, Twitter is offering lower matching amounts for smaller ad spending, according to the report. 

The offers apply to ads that run before the end of the year. The report noted that these incentives come when many brands have reduced or stopped their advertising on Twitter and that advertising accounts for 90% of the social media platform’s revenue. 

Twitter did not immediately respond to PYMNTS’ request for comment. 

Twitter CEO Elon Musk said Nov. 4 in a tweet that Twitter had had a “massive drop in revenue, due to activist groups pressuring advertisers.” 

As PYMNTS reported at the time, the tweet came as activists protested potential changes in how Twitter would moderate content after Musk’s completed his takeover of the company on Oct. 27 and as some companies paused their ads. 

Musk said in his tweet that this happened even though Twitter’s content moderation remained unchanged and the company had tried to “appease” activists. 

Twitter also clashed briefly with Apple. On Monday (Nov. 28), Musk said in a now-deleted meme that he was prepared to “go to war” with Apple after saying that firm had “mostly” ceased its advertising on Twitter and had threatened to pull the social media platform from its App Store. 

However, by Wednesday (Nov. 30), Musk posted a video on Twitter recording as he met with Apple CEO Tim Cook at the company’s headquarters. “Good conversation,” Musk wrote, marking an apparent halt to the “war.”