Twitter is losing a lot of business partners lately, but no one expected this news. Losing a big B2B company like Microsoft is definitely a big blow to the social media platform. A report from Microsoft says that it will drop Twitter from its advertising plan in a matter of days. The actual word from Microsoft reads: “Starting on April 25, 2023, Smart Campaigns with Multi-platform will no longer support Twitter.” The company has also started sending emails to all Microsoft Advertising users. The email reads: “Digital Marketing Center (DMC) will no longer support Twitter starting on April 25, 2023.”
Microsoft Social Media Management Tools will Drop Twitter on 25th of April
From Monday, 25th April 2023, users who access their Twitter accounts via Microsoft Digital Marketing Center’s social media management tools will no longer be able to do so. Also, users will not be able to schedule, create or manage their tweets. Furthermore, users will not be able to view both tweet history and tweet engagements via the Microsoft Advertising Platform.
Following the Twitter takeover by Elon Musk, Twitter has lost about half of its biggest advertising partners. At a major marketing and advertising conference, Musk appeared at the event in an attempt to lure brands back to his social media platform. That did not seem to work since Microsoft’s announcement came after the event.
The Microsoft Advertising Platform has become a very useful feature for top brands and companies. It allows advertisers to manage all their social media accounts in one place. With this, users are able to respond to tweets, DMs. They also receive all messages received from other social media accounts such as Facebook, LinkedIn etc.
Microsoft has a social media service which advertisers could use for free. This service is clearly displayed on the Digital Marketing Center dashboard of Microsoft Advertising. It provides tools to help businesses run paid campaigns on platforms like Google Ads, Facebook and Instagram, and Microsoft’s search advertising.
The removal of Twitter from Microsoft’s advertising platform does not affect other social media platforms. Companies that are using this service can still use it fully on other platforms. Users can continue to perform actions such as creating and managing content for Facebook, Instagram and LinkedIn.
This platform has contributed substantial amount to Microsoft’s revenue every year. In 2022 the company made more than $12 billion from Digital Advertising revenue. These were ads that were created, managed and ran through Microsoft Advertising platform.
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About the removal of Twitter from its ad campaign. Microsoft added the notice on its social media management user support page. This happens to be one of the main features in its digital marketing center dashboard. As mentioned earlier, Microsoft has already started to send emails to user to notify them about the changes.
Mashable also reported that attempts to request for comments from Microsoft representatives failed. All Microsoft representatives have refused to comment further on this new development.
Twitter will Move to Paid API On 29th April
Twitter has planned on moving to a paid API subscription plans by 29th of April. Hence, it will shut down the old API. This will require every brand that wants to use the API to subscribe and pay in order to use it. Microsoft pulling out of using the platform simply means that it does not want to pay for Twitter API.
Meanwhile, the enterprise plan for Twitter’s API will not come at a cheaper cost. The starting price for the enterprise plan is set to $42,000 every month.
Other Companies are Joining Microsoft to Drop Twitter
Microsoft does not seem to be the only company that is running from this high API price. Other companies, organizations and developers have also taken a similar step.
Last week, Intercom announced that it was dropping Twitter integration from its platforms. The leader in online customer service made this decision due to the cost of the new API. A federal U.S government agency called National Weather Service has also gone the same direction. The organization reported that it was dropping Twitter API. For this reason, users should no longer depend on its emergency alerts via Twitter.
Losing these companies is definitely going to pose some problems for Twitter. What makes it worse is the traffic that content from these companies drive to the platform. Also, the amount of engagements these platforms bring to Twitter may be gone. Hence reducing the over all user engagements on the social media platform.
Source / Via: Mashable