Social media company X, formerly recognised as Twitter, has decided to discontinue the practice of allowing advertisers to promote their accounts within the platform’s timeline in order to attract new followers, as per a report by Axios on Tuesday. The decision was communicated to advertising clients through an email.
Promoted accounts, also referred to as “Follower Objective” ads, contribute over $100 million annually in global revenue for X, according to the report. Advertisers have heavily relied on these promoted follower ads to enhance their presence on the platform and target specific audiences.
CEO Linda Yaccarino, a former advertising executive at NBCUniversal, has been actively working to rebrand the company’s image since taking over as CEO on June 5. She is also aiming to attract back advertisers who left the platform following changes initiated by Elon Musk.