Several industry experts believe that the limits on the total number of Tweet viewership will make it difficult for new CEO Linda Yaccarino, to bring new advertisers to the platform.
Over the last weekend on July 1, Twitter introduced a temporary limit on the number of tweets that accounts can see each day. Last Saturday, Twitter boss Elon Musk said that unverified users can see as many as 600 tweets daily while Twitter Blue verified users can see 6000 posts.
This is an experiment to address “extreme levels of data scraping” and “system manipulation”. Although Musk has revised these limits to a higher number of tweet views, there’s been some backlash from some users.
Some experts from the marketing industry said that these new limits could undermine efforts by the company’s new Chief Executive Linda Yaccarino, to bring new advertisers to the platform. Yaccarino’s primary focus has been to mend relationships with advertisers who distanced themselves from the platform following its acquisition by Musk last year, as reported by the Financial Times.
On Sunday, July 2, Mike Proulx, research director said that the limits are “remarkably bad” for users and advertisers. He added:
“The advertiser trust deficit that Linda Yaccarino needs to reverse just got even bigger. And it cannot be reversed based on her industry credibility alone.”
Industry Experts Lash Out on the Daily View Limits of Tweets on Twitter
Other experts from the marketing industry joined Prolux stating that the current decision could be bad for Yaccarino. Lou Paskalis, who founded a company that provides advice on advertising and used to be in charge of marketing at Bank of America, believes that Yaccarino is Musk’s final and most promising chance to save Twitter’s advertising earnings and the overall value of the company.
“This move signals to the marketplace that he’s not capable of empowering her to save him from himself,” he said.
Jasmine Enberg, a principal analyst at Insider Intelligence, expressed concern that limiting user views could have a “catastrophic” impact on Twitter’s advertising business. She mentioned that this move would make it even more challenging to convince advertisers to come back to the platform, which is already a difficult task.
Previously, Elon Musk criticized artificial intelligence platform firms like OpenAI, the creator of ChatGPT, for using Twitter data to build their large language models (LLMs). According to Kai-Cheng Yang, a researcher at Indiana University in Bloomington, the imposed limits on Twitter seem to be successful in preventing third parties, such as search engines, from easily scraping Twitter data as they did in the past. Yang mentioned that while it might still be possible, it would require more advanced and less efficient methods.