There are many words that help us define the current state of Twitter, and therein lies the problem the vast majority of them are negative. I will not, at least for the moment, get into the assessment of the degradation that his content has experienced, I will focus initially on his numbers, although the correlation between the two points is more than obvious, no matter how much Elon Musk insists on them, that he sees conspiracies around him.

Blaming Elon Musk solely for the Twitter debacle is wrongyou only need to look at the history of the social network to verify that many of the problems it currently suffers from were already visible before the billionaire took control of the service, from red numbers to the presence of content that devalues ​​the service. Neither fake news, nor hateful content, nor exercises closed by losses are the exclusive work of Musk.

Now, almost two years since the acquisition was completed, what has happened is that the metrics used to measure them have grown It was practically exponential. And here, of course, we have to combine the wild staff cuts that practically wiped out all the anchor teams, with the role of Musk, every day more erratic, accepting nonsensical theories and taking positions that surprise everyone.

Everything takes its toll, always, and the latest example can be found on Gizmodo, where they tell us so The next change of year will bring another exodus of advertisers on Twitter. And to clarify, we are not talking about a general shrinking of the market, which would therefore also affect the rest of the platforms with which it competes. No, it’s mainly because the social network’s image among marketing and advertising professionals continues to degrade recently.

According to a report cited by the said publication, only 4% of marketing professionals believe Twitter provides adequate space for brand promotion an extremely low number, which explains why the number of advertisers has only decreased over the entire period. And of course, Musk’s and Yacara’s declaration of war on those brands that decided to leave the platform at some point also contributes to this.

Content moderation, far from being a form of censorship, is a key tool to guarantee the quality of the service, and this is crucial for advertisers who do not want to see its effects alongside hate messages, fake news and similar content. And that, whether those in charge of Twitter like it or not, is the reason for the exodus of advertisers. And until he finds a solution (and it doesn’t look like he’s too interested in the job, given the facts), sunset will continue to approach at high speed.