When star advertiser Twitter started selling political ads on the site
Posted On July 20, 2021
Twitter has begun selling political advertising on the social network for $1.9 billion, a major milestone in the company’s long-running war with advertisers and users over its online platform.
The campaign, known as #LoveIsLove, will run on Facebook, Google and YouTube, according to a Twitter spokesperson.
It will run for six months and feature the same celebrity faces who make up the platform’s ad section.
Twitter has previously worked with celebrities including Lady Gaga, Beyonce and Lady Gaga herself, but the campaign marks the first time it has directly collaborated with a major brand.
“It’s a big step for Twitter,” said John Schindler, director of product strategy at online media company The Ad Network.
“It’s going to open up more opportunities for advertisers to reach out and talk about issues, and hopefully it’ll give brands the kind of platform they’ve always wanted.”
The campaign is a huge win for Twitter and one that will boost the company financially, said Ryan Maue, an analyst at comScore.
“This is really the start of Twitter’s brand war, and that’s a huge market,” he said.
“This is a massive step in Twitter’s direction and it’s going in the right direction.”
Facebook, Google, and YouTube will pay for the ad campaign, according the spokesperson.
The partnership with stars and celebrities will help Twitter become a more mainstream brand, and it will give the social media platform an added reach beyond its core user base, which is more niche than ever, Schindlers comments say.
“I think it’s really a good first step for them in building their brand.
It’ll give them the opportunity to really build a larger audience and get more eyeballs, and the bigger audience the better,” he told CNNMoney.”
They’ll also be able to leverage the brand, but more specifically the social platform.
They’re really not as powerful on the internet as they used to be, but that’s not to say they’re not still very powerful on their own.
They’ll still have the social footprint, and they’ll still get their ads through the platform.”
Twitter’s move to monetize its ads on social media comes after the company announced last week that it was partnering with the United States Postal Service to run political ads in support of President Donald Trump.