Thread by @BriannaWu

1/ Here’s everything we know about the mass Twitter advertising exodus in plain language.

So, Elno acquires Twitter and advertisers are FREAKED. Would be a good time to reassure them, right?

Except Twitter’s Chief Revenue officer @SEP quits on Friday. Literally walks out.

2/ THANK GOD Twitter has someone on staff who all these major advertisers in the US trust. He can reassure them of the plan for trust and safety in a time where use on the N word has gone up LITERALLY 500 PERCENT.

Only Elno fires him that same day.

Who is left to reassure them?

3/ Elno is a billionaire. He can handle it. He calls a meeting for him to calm down Twitter’s advertisers.

Now, before I tell this part, please understand. Twitter advertising is an afterthought for these guys. A fraction of a fraction. A pack of gum you get at the checkout.

4/ So, in this meeting Twitter’s advertisers have a simple question. “What’s the plan, Elno?”

How is spending millions going to help our brands, when we have every reason to expect hate speech to get worse.

We are talking about the majority of 2023’s revenue. Stakes are high.

5/ Someone competent would have come in with a plan.

Elno did not. He did the same thing he’s done his whole career at Tesla, he bullshitted. He INCREASED their fears.

The meeting went so badly, some brands literally cancelled all advertising DURING IT.

6/ And now, he’s trying to blame his plans for a glorious free speech service on people using free speech.

Because of course it couldn’t be him.

Twitter’s 2023 advertising is nonexistent. That’s why this $8 a month thing is being pushed. He wants YOU to pay for his mistake.

Epilogue:

Elno is now threatening to go “thermonuclear” on these brands - attacking their reputation with his army of right-wingers and Tesla cultists.

This is all self-inflicted. He simply doesn’t have the maturity or discipline to keep Twitter sustainable as a business.