WeArisma CEO Jenny Tsai shared insights with Performance Marketing World on how Twitter’s new CEO, Linda Yaccarino, is poised to enhance the platform’s advertising credibility and compete effectively with other social media giants. To attract top-tier influencers and boost advertiser revenue, Tsai notes that Twitter must improve its creator revenue sharing deals, similar to platforms like YouTube and Twitch.
Published On: June 2, 2023
“With the hire of new CEO, Linda Yaccarino, extensively experienced in traditional media sector as well as digital marketing, Twitter is signaling that it is strengthening advertising creds to become attractive to advertisers and effectively compete with other social media platforms.” WeArisma CEO, Jenny Tsai for Performance Marketing World.
By doing so, Twitter will give confidence to brands looking to advertise on the platform through paid media channels and in turn can make sure emphasis is placed on the influencer marketing mix.
From an influencer standpoint, since last year many platforms such as YouTube and Twitch have enhanced the competitiveness of their creator revenue sharing deals. Twitter needs to do the same in order to attract top-tier creators and influencers which can not only drive brand-influencers partnerships but also grow Twitter’s user-base and as a result increase advertiser revenue.
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Brands use both paid influencers and unpaid advocates to drive awareness and engagement. While influencers are compensated for their endorsements, true brand advocates promote products out of genuine enthusiasm, making their support more trusted and impactful. Striking the right balance between paid and organic advocacy is key, and tools like WeArisma help brands identify, measure, and optimize both. Understanding how to develop and engage these advocates—whether unpaid champions or strategic partners—can provide a significant advantage.
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