X to discontinue promoted accounts ad format

Share post:

X, formerly known as Twitter, is discontinuing its promoted accounts ad format. The ad format, which allowed advertisers to promote their accounts within the platform’s timeline to attract new followers, generated more than $100 million annually in global revenue for X.

The Promoted Accounts feature, commonly known as “Follower Objective” ads, was taken down after X’s advertising clients were informed via email. These are text-based ads that display in the timeline feed with a Follow button. They don’t explicitly promote any content, and the call-to-action is merely to follow the individual.

The decision to discontinue the promoted accounts ad format is part of a larger effort by X to optimize the X experience by prioritizing content formats. X has said that it is looking to focus on more dynamic ad formats, such as video ads, that can better engage users.

According to an Axios’ source, “the change was driven by X’s product group, not the revenue side of the company.” Emphasis added.

The sources for this piece include an article in Axios.

Featured Tech Jobs

SUBSCRIBE NOW

Related articles

Apple reduces forecasts for Vision Pro as demand cools in key US market

In an unexpected shift, Apple has drastically reduced its shipment forecasts for the upcoming Vision Pro, indicating a...

FTC says Microsoft’s layoffs at Activision Blizzard may threaten merger approval

The FTC has expressed dissatisfaction with Microsoft's layoffs at Activision Blizzard, challenging the integrity of the Microsoft-Activision deal....

Delaware court voids Musks $56 billion dollar compensation

Tesla's stock experienced a notable downturn following a Delaware court's decision to void CEO Elon Musk's massive $56...

IT World Canada strikes partnership with Canadian Cybersecurity Network

Goal is to make it easier for infosec pros to access each organization

Become a member

New, Relevant Tech Stories. Our article selection is done by industry professionals. Our writers summarize them to give you the key takeaways