Elon Musk’s Twitter Read Limits Could Undermine New CEO’s Efforts to Attract rs 2v2b Experts Say

Musk announced Saturday that Twitter would limit how many tweets per day various s can read. 4d405i

By Reuters | Updated: 3 July 2023 10:44 IST

Elon Musk’s Twitter Read Limits Could Undermine New CEO’s Efforts to Attract rs, Experts Say

Photo Credit: Reuters 3v6d2p

Elon Musk acquired Twitter for $44 billion in October

Highlights

s complained that they couldn't see tweets after hitting the limit
Linda Yaccarino started last month as Twitter's chief executive officer
Yaccarino has sought to repair relationships with rs

ment

Linda Yaccarino to attract rs, marketing industry professionals said.

Musk announced Saturday that Twitter would limit how many tweets per day various s can read, to discourage "extreme levels" of data scraping and system manipulation.

s posted screenshots in reply, showing they were unable to see any tweets, including tweets on the pages of corporate rs, after hitting the limit.

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Ad industry veterans said the move creates an obstacle for Yaccarino, the former NBCUniversal advertising chief who started last month as Twitter's chief executive officer.

Yaccarino has sought to repair relationships with rs who pulled away from the site after Musk bought it last year, the Financial Times reported last week.

The limits are "remarkably bad" for s and rs already shaken by the "chaos" Musk has brought to the platform, Mike Proulx, research director at Forrester, said on Sunday.

Twitter Makes Compulsory to View Tweets

"The r trust deficit that Linda Yaccarino needs to reverse just got even bigger. And it cannot be reversed based on her industry credibility alone," he said.

Lou Paskalis, the founder of advertising consultancy AJL Advisory and former marketing boss at Bank of America, said Yaccarino is Musk's "last best hope" to salvage ad revenue and the company's value.

"This move signals to the marketplace that he's not capable of empowering her to save him from himself," he said.

Twitter’s New Chief Working to Win Back Its rs: Report

Under the new cap, unverified s were initially limited to 600 posts a day with new unverified s limited to 300. Verified s could read 6,000 posts a day, Musk said in a post on the site.

Hours later, he said the cap was raised to 10,000 posts per day for verified s, 1,000 per day for unverified and 500 posts per day for new unverified s.

A Twitter spokesperson did not reply to requests for comment and inquiries about how long the restrictions will last on Sunday.

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Capping how much s can view could be "catastrophic" for the platform's ad business, said Jasmine Enberg, principal analyst at Insider Intelligence.

"This certainly isn't going to make it any easier to convince rs to return. It's a hard sell already to bring rs back," she said.

The limit came soon after Twitter began requiring s to to an on the social media platform to view tweets, which Musk called a "temporary emergency measure" to combat data scraping.

Musk had earlier expressed displeasure with artificial intelligence firms like ChatGPT, for using Twitter's data to train their large language models.

Platforms including AI companies using their information to train AI models as some have sought fees.

Kai-Cheng Yang, researcher at Indiana University in Bloomington, said that the limits appeared to be effective in blocking third parties, including search engines, from scraping Twitter data like before.

"It might still be possible, but the methods would be much more sophisticated and much less efficient," he said.

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