Twitter is making a fortune from just a few of its most controversial and infamous users, according to a new report from the Center for Countering Digital Hate (CCDH). The report estimates that Twitter could generate up to $19 million a year in advertising revenue from just 10 accounts that were banned for publishing hateful content and dangerous conspiracies. These accounts were reinstated after Elon Musk’s takeover of the platform.
The report looked at the engagement of 10 high-profile accounts associated with extremism and conspiracy theories, including those belonging to influencer Andrew Tate, Daily Stormer founder Andrew Anglin, prominent anti-vaxxer Robert Malone, and the Gateway Pundit. The CCDH analyzed nearly 10,000 tweets from these accounts during a 47-day period and estimated that their tweets received a combined total of 54 million impressions per day.
To determine the reach of these accounts and the potential ad revenue they might generate for Twitter, the authors created three new Twitter accounts that followed only the 10 users named in the report. They found that ads appeared about once every 6.7 tweets. Using data from analytics firm Brandwatch, which estimates that Twitter ads cost an average of $6.46 per 1,000 impressions, CCDH estimated that the combined annual ad revenue from these accounts could be up to $19 million.
While the report’s estimates aren’t a precise accounting of how much Twitter is actually making from these users, it clearly demonstrates the value of a small number of highly polarizing accounts to the platform. In fact, all of the accounts were once permanently banned from Twitter but were reinstated after Musk offered “General amnesty” to users who hadn’t broken the law. Twitter has also recently announced plans to allow more previously banned users to appeal their suspensions.
However, Twitter’s advertising business has taken a significant hit since Musk’s takeover, with revenue down as much as 40 percent. Despite this, ads from prominent advertisers continue to appear next to offensive and inflammatory posts from these users. For example, a Prime Video ad appeared directly underneath a tweet from Andrew Anglin that stated “the only career a woman is actually capable of on merit is prostitution” and an ad from the NFL appeared directly underneath a tweet spreading misinformation about COVID-19 vaccines.
The report highlights the responsibility of social media platforms to ensure that ads are not displayed next to offensive content. CCDH confirms that Twitter has been displaying ads next to toxic accounts despite the fact that these individuals promote hateful views and falsehoods. This report serves as a wake-up call for social media companies to take greater responsibility for the content they promote and to ensure that their advertising policies align with their stated values.
In conclusion, the CCDH report shows how valuable a small number of highly polarizing accounts can be for Twitter. While the platform continues to struggle with revenue issues, the report also highlights the responsibility of social media companies to ensure that their advertising policies align with their stated values and that ads are not displayed next to offensive content.
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