The numbers are in, and disruptor-in-chief Elon Musk is definitely making an impact on Twitter, but probably not in the way he was hoping.
Newly released brand preference and trust Data by Morning Consult reveals a massive backlash, particularly among Democrats, on Twitter in the weeks following the billionaire officially took over. This sharp drop in favor and trust is likely driving some users and advertisers away from the site that Musk insured She, isn’t really a rapidly evolving hellscape.
Twitter’s net favoritism among Democrats in 2022 fell from a net plus of 20.4 percentage points in January to -3.2 in November, with the vast majority of those declines occurring after Musk took over in October. network trust, among Democrats shot down 29.3 points over the same period. Graphs illustrating both measurements, which were generally trending down for most of the year bar some brief rallies, suddenly resembled the world’s steepest ski slope in October.
According to Morning Consult, these sudden shifts represent the most significant month-to-month shift in opinion among Democrats since they began tracking the mark in January 2017.
Conversely, these brand declines among Democrats resulted in slight gains for Republican users. Twitter’s Republican net favor is up 9.7 points in 2022, while trust is up 7.7 points. These gains follow Musk’s repeated claims that he would reduce content moderation and welcome back banned accounts. Hell, Musk even told users to do it Go out and choose red in the midterms.
There goes the neighborhood
Musk’s polarizing impact on Twitter and his chaotic management have left its key users, the advertisers, unsure how to respond. Big brands including General Motors, United Airlinesand Pfizer All advertising on the platform was reportedly paused. The Interpublic Group, one of the largest advertising companies in the world, has reportedly advised clients of its IPG Media Brands agencies to stop paid advertising on Twitter. corresponding CNBC. The frenzied rollout and those that followed trace back of broken new features and a sudden proliferation of fake accounts has even prompted some companies like luxury brand Balenciaga deactivate their Twitter accounts as a whole.
Those dramatic pullbacks forced Musk into damage control and deep ask advertisers to keep it out on the platform. Before anyone praises him too highly, however, it’s worth noting that this apparent moment of clarity came just days after the CEO threatened to create a “thermonuclear name and disgrace,” a list of companies pulling their ads from the site .
But it’s not just advertisers who get cold feet: some prominent celebrities also jump off the ship. As of this week, Grey’s Anatomy creator Shonda Rhimes, The View co-host Whoopi Goldberg, musician Toni Braxton and model Gigi Hadid have either deactivated their accounts or expressed interest in leaving the site in the days after Musk took control obtained via Twitter.
“I’m going to get out,” Goldberg said on The View. “If it [Twitter] calms down and I’m more comfortable, maybe I’ll come back, but as of tonight I’m done with twitter.”
On the other hand, Musk’s Twitter saga appears to have benefited some prominent Republican and Conservative users of the site. Back in April, when Musk struck a deal to take over Twitter, influential conservative accounts reportedly saw their follower counts skyrocket 10 times normal, according to the stats analyzed by The edge.
The number of followers for prominent conservative accounts also increased following Musk’s recent acquisition. Trump-backed Arizona gubernatorial candidate Kari Lake has reportedly gained 18,000 followers in the 24 hours after Musk took the helm, according to Memetica data viewed by The New York Times. Reportedly, far-right political commentator Candace Owens gained over 3,700 new followers during the same period, a 300% increase over her normal follower gains. Fox News, Donald Trump Jr., Florida Gov. Ron DeSantis, and The Babylon Bee amassed some of the biggest follower gains in the immediate aftermath of Musk’s takeover. Meanwhile, prominent Democratic accounts, like those of Kamala Harris and Barack Obama, have seen some of the largest follower losses on the platform.
More from Gizmodo