As Elon Musk continues to roll out his free speech agenda on Twitter, the company’s biggest advertisers have started to return, and even ramp up their spending.
When Musk first announced his intention to buy the company earlier this year, “woke” companies joined with leftist celebrities and politicians in pushing back against his plan to end censorship on the social media platform.
However, under Musk’s leadership, Twitter has been hitting record highs with the number of users signing up and using the platform on a daily basis.
As Twitter continues to grow, advertisers are now quietly returning.
On Saturday, Musk confirmed that Apple is now resuming its ad spending on his social media platform.
In a Twitter Spaces conversation, in which he chatted with about 90,000 people, Musk said Apple had “fully resumed” its advertising, according to Bloomberg.
He also noted that Apple is Twitter’s largest advertiser.
Bloomberg said those were the only references Musk made to Apple during the two-hour event.
A second major advertiser may also be ready to resume its advertising on Twitter.
Zoe Schiffer, the editor at Platform, tweeted that Amazon will be returning to Twitter full throttle.
She also noted that Amazon plans to increase its spending budget.
“Amazon is also planning to resume advertising on Twitter at about $100m a year pending some security tweaks to the company’s ads platform, per a source familiar with the situation,” Schiffer tweeted.
“More information on this per a source familiar: Amazon continued advertising on Twitter throughout the recent turmoil, although some campaigns were paused.
“The company is looking to increase [its] ad spend to $100m a year, as stated in my prior tweet.”
More information on this per a source familiar: Amazon continued advertising on Twitter throughout the recent turmoil, although some campaigns were paused. The company is looking to increase it's ad spend to $100m a year, as stated in my prior tweet.
— Zoë Schiffer (@ZoeSchiffer) December 4, 2022
Apple was Twitter’s top advertiser during the first quarter of the year, according to The Washington Post.
The report said Apple spent about $48 million that quarter, which made up about 4 percent of Twitter’s revenue.
Last week, Musk wrote that Apple was threatening to remove Twitter from its App Store, as Slay News reported.
After a face-to-face meeting Wednesday with Apple CEO Tim Cook, Musk said the issue was “resolved.”
Musk had also indicated at the time that Apple was cutting back its advertising.
However, The New York Times noted that Apple temporarily put its ads on hiatus after the November 19 Colorado Springs shooting.
The report adds that advertisers do this often to avoid having their products appear near news of a tragedy.
On Saturday, Musk thanked those advertisers who have returned to the platform since he took over.
Just a note to thank advertisers for returning to Twitter
— Elon Musk (@elonmusk) December 4, 2022
Recognizing that the platform needs to rebuild its advertiser base, Twitter has embarked on a deal to woo advertisers, according to The Wall Street Journal.
The Twitter VP added: “let’s make it worth it to get any paused advertisers to reactivate.”
— Zoë Schiffer (@ZoeSchiffer) December 1, 2022
The Journal reported that advertisers who agree to increase their ads by at least $500,000 will have that matched by Twitter, dollar for dollar.
Advertisers who commit to lower amounts of advertising would get that matched but at a lower level.