Thursday, December 1, 2022
HomeSocial Media MarketingElon Musk Buys Twitter – So What Now?

Elon Musk Buys Twitter – So What Now?


In a shocking flip of occasions, Elon Musk now seems to be set to turn into the only proprietor of Twitter, after Twitter’s board met on the weekend to vote on accepting his $44b takeover provide.

Initially, it appeared that Twitter would rebuke Musk’s bid, even initiating a ‘poison capsule’ mitigation course of to cease Musk from buying the corporate via a share buy-up. However in keeping with reviews, Twitter’s board finally felt that they’d little alternative however to simply accept the billionaire’s provide – which implies that Elon himself will now be the one setting the principles, and giving the inexperienced mild on the best way ahead for the platform.

So what does that imply?

Properly, nobody is aware of for positive, possible not even Musk himself, who just lately admitted that he’s nonetheless working via his plans.

However we do have some fairly clear indicators about Musk’s intentions, starting from restoring ‘free speech’ to combating bots.

Right here’s a have a look at Musk’s key areas of focus, primarily based on his public statements to this point, and the way he may go about tackling every.

Restoring Free Speech

Free speech has turn into the primary focus of the Musk-Twitter push, with the Tesla proprietor publicly decrying Twitter’s previous actions in silencing sure customers.

Musk has additionally criticized Twitter’s resolution to ban former US President Donald Trump, whereas he’s additionally had his personal share of points associated to his tweeted remarks and statements.

Will Twitter take a special method to such beneath Musk’s management?

You must suspect it should – however how, precisely, that may look is anybody’s guess.

Musk’s foremost rivalry right here is that by taking Twitter into personal possession, that may allow it to be extra free in what it permits, because it received’t be beholden to shareholders or advertisers on this respect.

Elon Musk tweet

However advertisements, in fact, are Twitter’s key cash maker – in taking a look at Twitter’s This fall 21 outcomes, advert gross sales made up the overwhelming majority of Twitter’s income consumption.

Twitter revenue - Q4 2021

Then once more, beneath personal possession, Twitter received’t be beneath the identical income pressures, by way of rising income and enhancing efficiency consistent with shareholder expectation. However Elon’s nonetheless paying $44 billion for the corporate. You’ll assume that he wish to recoup at the very least a few of that expense.

So what could be a worthwhile income goal for the platform?

Twitter’s numbers, it’s nonetheless paying some excessive working prices, with the corporate reporting an working lack of $493 million for FY 2021.

Twitter operating costs

That implies that, whereas Twitter introduced in $5.08b in income for the yr, it truly paid out $5.5b in prices.

A few of these bills had been once-offs (like a one-time litigation-related internet cost of $766 million’ resulting from a shareholder class motion), however breaking them down into particular person parts, a few of Twitter’s key prices for 2021 had been:

  • Analysis and Growth – $1.2b
  • Gross sales and Advertising – $1.2b
  • Normal and Administrative – $584 million

Considering cloud and different infrastructure prices, you’re taking a look at a baseline operational value of at the very least $3b-$4b, so at a naked minimal, Musk might want to generate at the very least that to keep away from it costing him cash, and with out advertisements, that’ll be a tricky ask.

So how will Musk do it?

I think that is the reply:

Elon Musk tweet

Musk’s view is that by authenticating actual folks, and giving them a checkmark, that may reduce the affect of bots (one other of his key focus factors), and forcing folks to pay for Twitter Blue, at $3 per thirty days, may very well be the best way that he does it.

However would folks truly pay for Twitter? Does anybody really need the app that a lot that it might justify a $3 per thirty days cost?

Proper now, only a few individuals are signing up for Twitter Blue, with the lure of some customized colour choices and ‘undo tweets’ actually not shifting the needle for normal customers.

But when Musk reduce everybody off, until they paid the payment, possibly that will get extra folks to really pay-up – and if numerous distinguished customers did find yourself paying, that will then entice others to signal on, so that they don’t miss something.

At current, Twitter has 217 million each day energetic customers, which, in the event that they every paid $3 per thirty days, would herald $7.8b in annual income for the app. In fact, not all of those customers are going to pay, however I think additionally that Twitter is definitely a vital device for people who do use it, even when its consumer numbers pale compared to Fb or Instagram.

Let’s say solely half of those folks signal on – that’s nonetheless $3.4 billion in annual income, with out advertisements, and with Musk additionally vowing to chop prices, by both eliminating Twitter’s San Francisco HQ or eliminating wage for board members, there may very well be methods to make this a workable possibility.

But it surely’d be an enormous threat. If Elon determined to lock each non-paying consumer out, that might additionally see conversations transfer to different, free networks as a substitute, which might depart Twitter with nothing, and scale back his $44 billion funding to zero very quick.

However I do suppose it might work, and if Musk also can add new options, as he says, to make that $3 month-to-month funding even higher, Twitter might turn into a hub for extra engaged, energetic and accountable dialog very quick. And as I say, I think numerous media folks, as a minimum, could be prepared to pay to have interaction in that group chat.

That is the type of wager that I believe Musk will take, and whereas it might scale back Twitter’s presence within the social media sphere, by lessening its consumer base, it might nonetheless be sure that it stays a related, useful entity, and doubtlessly a worthwhile one for Musk long run.

And finally, that may be Musk’s pathway to free speech. With each consumer registered and accountable, and solely paying customers in a position to get into the app, that places extra onus of accountability onto every contributor, whereas trolls wouldn’t so simply be capable of make new accounts simply to assault and harass others.

It might be free speech with accountability – which is probably not precisely what free speech advocates have been calling for. But it surely looks as if one of many solely viable methods for Musk to attain a few of his key, acknowledged targets right here.

Open Sourcing the Algorithm

One other aspect of Musk’s Twitter takeover push has been algorithmic transparency, and giving customers the chance to know, and even management, how the system decides what’s most related to them.

As per Musk:

“Any modifications to folks’s tweets – in the event that they’re emphasised or de-emphasised – that motion needs to be made obvious, so anybody can see that that motion has been taken so there’s no type of behind-the-scenes manipulation, both algorithmically or manually.”

Twitter’s already exploring via its ‘bluesky’ initiative, and the idea that common customers might have a greater understanding of such techniques does make sense – although the complexities might be misplaced on us non-coders and common folks (i.e. the overwhelming majority of Twitter customers) who simply wish to try the newest tweets.

A key threat on this entrance is that by opening up its algorithmic parameters, Twitter would allow customers to establish key features that they could wish to emphasize or not inside their expertise. Which is sensible for, say, eliminating mentions of ‘The Kardashians’ out of your feed, however what should you wished to eradicate ‘Liberal bias’ or different parts that might contribute to the echo chamber impact?

It might additionally result in new qualifiers being constructed into algorithms that won’t ship nice, and even authorized outcomes.

TikTok, for instance, has confronted criticism up to now over its efforts to suppress posts from customers with ‘unhealthy enamel’, ‘huge bellies’, bodily disabilities, and extra. The truth that that is even potential means that TikTok’s system is ready to categorize content material primarily based on such parameters, and with these kinds of choices in place, that might result in some regarding use instances within the app.

It’s not a simple street, and Musk can have his work reduce out on this entrance, however once more, Twitter is already shifting on this path, and Musk’s impetus will possible see the bluesky undertaking develop lots sooner.

Eliminating Bots

Musk can also be eager to eradicate bots, which, as famous above, a brand new checkmark system for all customers might help with in some ways.

Twitter’s been working to deal with its bot issues for years, although the view is that it might do extra, with bot accounts seemingly simple to establish for many customers.

The query up to now has been whether or not Twitter truly needs to sort out bots, or whether or not it’s extra helpful for the platform to proceed counting them as ‘energetic customers’. With market strain on Twitter to increase utilization numbers, possibly, by turning a blind eye to a few of these bot profiles, that helps to prop up these figures.

Going personal eliminates that emphasis, and Twitter might, at the very least theoretically, now take stronger motion on bot accounts.

It looks as if Musk might be pushing for that, and it’s one other space that Twitter has been growing, whereas a shift to elevated accountability for all human customers will, once more, be of profit right here.

These are the three key pillars of Musk’s Twitter push – or at the very least, those that we all know of to this point, and it does look like these would be the focal factors of his platform management when he takes over on the helm of the app.

Which may very well be quickly, and whereas the deal continues to be topic to numerous approvals and processes, it does appear that we’ll discover out in a short time what Musk’s plans are for the app.



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