Elon Musk’s Twitter is offering brands generous incentives to advertise on the social media platform, in a bid to boost business after the billionaire’s approach to content moderation prompted many major marketers to curb spending.
In one email sent to advertising agencies, a copy of which was seen by the Financial Times, Twitter said that it was launching its “largest advertiser incentive ever” in December, offering additional impressions if brands spent a certain amount.
According to the email, Twitter will match the spending of those who pay at least $500,000 with a cap of $1 million per advertiser. Those spending $350,000 will receive “50 percent value add”—meaning they receive additional impressions worth half of what they spend. A $200,000 investment grants advertisers a “25 percent value add,” or extra impressions worth a quarter of what they spend.
Another email sent to a separate agency, also seen by the FT, contained that same offer for US brands, as well as slightly different offers for brands in the UK and the rest of the world, for example.