A rise in hateful content on Twitter since Elon Musk took over could make it hard for the platform\u0027s new CEO to get advertisers to return. Read on.
Twitter’s Yaccarino, since starting the job in June, has talked about a “freedom of speech, not reach” strategy with brands, encouraging them to use the new controls for what ads show up next to. More than 1,600 brands now use them, according to a person familiar with the matter, who asked not to be identified sharing internal data. Yaccarino also has been soliciting plans from third parties for improving brand controls. Meanwhile, Musk has been saying that hate speech impressions are down.
“Musk has repeatedly said that hate speech has decreased on the platform, but based on the data studies that we have done, we have not seen that,” said Kayla Gorgarty, deputy research director at Media Matters. “We have seen the opposite.” More than 30 per cent of U.S. adults that used Twitter between March and May reported seeing content they consider bad for the world, according to a survey conducted by the USC Marshall Neely Social Media Index. That percentage was higher than rivals Facebook, TikTok, Instagram and Snapchat. Many users reported seeing tweets that condoned or glorified violence towards marginalized groups or explicit videos easily accessible to underage children.
“Since Elon Musk took over Twitter, we have seen the platform go from having one of the best trust and safety divisions in the industry, to one of the worst,” said Nadim Nashif, director at the Arab Center for the Advancement of Social Media.Article content
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