So, the saga behind Musk’s takeover of Twitter has reached its conclusion. Or has it?
Nearly a year ago when Musk started investing in the company, followed by the announcement of his intent to buy control in April, the camp was divided between those who thought it would be a good or a bad thing.
In the last few weeks, the media has thrown everything at the story, including the kitchen sink!
That coverage seems to have latched on to the curiosity of Musk’s character as potentially being bad news for the brand. Data from BrandVue, Savanta’s daily brand tracking tool, certainly shows a spike in negative perception around what people have been hearing about it over the last few days.
During that time, he has intimated his plan. Twitter would become a market square where people can talk freely, in an apparent crusade to protect free speech. Advertising income as a proportion of revenue would be slashed, a monthly charge would be introduced for Twitter’s ‘’blue check’’ verification etc. etc. Renowned for doing things his way, the board was promptly ‘relieved of its duties’ as soon as he walked through the doors.
So, while Negative Buzz has peaked in the last week, a closer look shows this has actually been a long time coming.
The question is, how much are people going to be put off by this new Twitter world? Interest in the brand seems to have followed the shenanigans behind the takeover debacle.
What’s also interesting, despite a plot that will inevitably be written about in a book by someone at some time, this story doesn’t seem to have detracted from people’s excitement around the brand, reaching a peak in October, albeit starting to drop in the last few days.
The question though still stands; will Elon Musk make or break Twitter? We’ll be watching with interest over the coming months.
BrandVue Media acts as an invaluable tool for brands to measure changes in KPI metrics against competitors and react in real time to develop strategic responses to mitigate any negative impacts on the brand. For more information, please get in touch here.