Twitter 2.0: Musk thinks about making it all for a fee

The Twitter revolution has not yet been completed, indeed we are only at the beginning of a review process that, according to the will of the new owner, will lead it to be more profitable than in the past. The most is to succeed: the road appears rather impervious, even if Elon Musk shows safety and serenity by publishing the message on the social network “Twitter usage is at the highest level lol“. In short, a clear invitation to advertisers to return to investing on the platform.

And to think that in these hectic days it was even thought of put the entire social network behind the paywall: a hypothesis born in a weekend made of layoffs, recalls of dismissed personnel and Elon Musk’s lack of official communications to (remaining) employees. From what is said internally, workers no longer know who their reference managers are, nor do managers know the members of the teams they manage.

Because apparently at the moment Twitter appears split in two: there are those who work on Twitter Blue 20 hours a day, while there are those who wait for someone to tell them what to do. The thought on the premium version from $ 8 per month it is unanimous, however, that it was a confusing launch, a real disaster. So much so that as soon as he was released he was postponed so as not to interfere in the mid-term elections.

The problems would also concern the number of active subscribers of the existing version of Blue: just 100,000, it seems. So who is willing to spend $ 8 to get a blue check whose purpose is not yet known? And again: which advertising agencies will be willing to invest in a paid platform in which advertising itself will be halved? Some have estimated that the loss on Blue will be $ 6 less revenue per user in the United States, a prospect not appreciated by Musk, to which it must be added that, according to the current policies of the App Store and Play Store, not all $ 8 will go to Twitter’s pockets.

A possible loophole would then be that of charge little, but everyone. A sort of paywall, it was just said, which in one of the hypotheses studied by Musk and his collaborators could foresee a limited monthly consumption of the platform. If you want to continue with social browsing, you need to pay for a subscription.

But will Twitter really need to make drastic decisions to become profitable? According to the new owner, yes, even if – always according to the owner – the number of subscribers has been growing sharply since it arrived. Indeed, they would touch new ones record. There is even talk of + 20% since the acquisition, and in the United States it would be even better. From the end of the second quarter to date, the mDAUs would be more than 15 million, the latest fiscal results report 237.8 million active users, an increase of 16.6 percentage points on an annual basis.

And if the escape of users is a possible event, yes, but by no means certain, the same cannot be said for advertisers. That it is the fault of these phantoms “activist groups“that convince agencies to flee from Twitter or rather is the fear that the platform will become an easy ground for insults and hate content (net of the trolls of recent days) we cannot know for sure. For advertisers it is difficult to speak with Twitter as the person responsible – Sarah Personette – has been removed, a problem within a problem that Elon Musk is called upon to resolve as quickly as possible.