Elon Musk has threatened to sue after Microsoft dropped the social media platform from its Microsoft Advertising plan. The tech giant, in a blog post, announced it would be dropping Twitter as one of its advertisement platforms. Since Elon Musk took over the platform, Twitter's revenue from advertisements has seemed to reduce as many companies dropped the social media platform during their advertisements. "Starting on April 25, 2023, Smart Campaigns with Multi-platform will no longer support Twitter," Microsoft said in the announcement. Another email spread among Microsoft advertising users saying, "Digital Marketing Center (DMC) will no longer support Twitter starting on April 25, 2023."
According to Microsoft, their users won't be able to use the Digital Marketing Center's social media management tool when the stipulated time elapses. Microsoft said in their announcement post, "As of April 25, 2023, you'll be unable to: Access your Twitter account through our social management tool. Create and manage drafts or Tweets. View past Tweets and engagement. Schedule Tweets." But the tech giant reiterated that they still support advertising in other social media platforms like Facebook, Instagram, and LinkedIn." Other social media channels such as Facebook, Instagram, and LinkedIn will continue to be available," Microsoft added.
Microsoft Announcement a Huge Blow to Twitter
The recent announcement from Microsoft is a huge blow to Twitter, considering their source of revenue. As of 2021, 90% of Twitter's revenue came from advertisements. But since Elon Musk took over the social media platform, more than half of big advertisers in the platform left for other social media platforms.
However, Elon Musk has started making amends for the already broken bond between him and Twitter advertisers. In a major marketing and advertising conference, Elon Musk was present, and he used the opportunity to reassure top brands that Twitter is there for their top interests. He pacified them, saying that the alleged hate speech increase on the platform wasn't true and his team is working to make the social media platform more habitable for big brands.
Elon Musk to Sue Twitter
Following Microsoft's Decision to quit advertisements on Twitter, Elon Musk has taken a major stance on the issue. In a tweet, the new Twitter owner said Microsoft's move provides the perfect opportunity to sue the company. According to Elon Musk, Microsoft has been using Twitter's API illegally for Microsoft advertising certification. He alleged that the tech giant was illegally using information from Twitter's API to train their customers. "They trained illegally using Twitter data. Lawsuit time," Elon Musk said in the tweet.
Microsoft isn't the only company dropping Twitter from their advertisement schedule. Another top industry player Intercom recently announced they would be dropping Twitter due to its pricey API. Twitter's new API plan for enterprises costs $42,000 per month. In their announcement blog post, Intercom said, "Intercom no longer supports a native Twitter integration and we have disabled Twitter in your omnichannel settings. Over the past two weeks Twitter has made a number of changes to their API and access tiers, and recently removed Intercom's access. Internally we have been weighing the factors to continue supporting this – the development work to adapt to new APIs, the additional costs for us and customers, and reviewing the Twitter integration and channel volume usage across our customers."