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Almost one third (31%) of UK consumers have a more negative perception of Twitter as a brand since billionaire Elon Musk’s takeover in October, according to data compiled for Marketing Week by consumer insights platform Zappi.
Just 23% claim to have a more positive view of the social media platform post-takeover. However, when isolated to active Twitter users that figure rises to 28%, while only slightly more (30%) report holding a more negative view.
Interestingly, in the US the balance is reversed. Zappi’s nationally representative survey of 1,000 UK consumers and 1,000 US consumers reveals only a quarter (26%) of US consumers feel more negatively towards Twitter since Musk acquired the company and became CEO, while 32% say they feel more positive about the brand.
Among active US Twitter users, almost half (44%) report a more positive view of the platform, versus 21% who feel more negatively.
Since buying Twitter for $44bn (£38bn), Musk has executed a number of significant and controversial decisions. The Tesla founder almost immediately laid off over half of the company’s global workforce, including several top executives, and demanded the remaining staff work longer and more intense hours in order to build “Twitter 2.0”.
Musk subsequently reinstated a large number of suspended accounts, including that of former-US president Donald Trump, ended the enforcement of anti-misinformation rules around Covid-19 and vaccines, and dissolved Twitter’s Trust and Safety Council, an advisory group which has helped the platform to combat harmful content.
Last week the accounts of a number of journalists who had written about Musk were suspended, with the CEO claiming they had “doxxed” him by sharing publicly available information detailing his private jet’s flight pattern. The accounts were subsequently reinstated after considerable backlash.
‘There’s a danger it becomes the Elon Musk show’: What Twitter’s takeover means for brands
These decisions…
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