Elon Musk Buys Twitter and Frees the Bird for $44B

Photo by Mohamed Hassan

In the age of social media and fast-paced communication, it’s hard to believe that there are still some companies that don’t have a presence on key social media sites. And, even if you think your company doesn’t need a presence on such sites as Facebook or Twitter, what about all those potential customers who use them? Wouldn’t they be an excellent resource for letting the world know about your products or services? And, what about competitors who are already using sites like these to their advantage? That’s why so many companies continue to invest in social media and related websites. But not just any company — Elon Musk! Yes, the visionary behind so many game-changing companies has invested in another one: Twitter! A warm feeling like cocoa on a cold night must now engulf him as he has completed a deal that has been in the offing for some months. He just let the bird out for $44B!

With the Twitter takeover now completed, my mind started to spin like a wind vane and wandered like smoke as I tried to imagine how Twitter might change from a branding perspective because new ownership and leadership always come with a different plan. Luckily, I found all the clues that I needed in the statement that Elon Musk made just after the takeover was completed.

Can we expect a different “feel” about Twitter? I usually advocate for three ways a brand can establish an unbreakable bond with its audience.

More Freedom

First, it must connect to people’s hearts, not just minds, second it must represent what the audience believes in, and third, it must allow the audience to enjoy it at their convenience. Analyzing Elon Musk’s statement, I couldn’t help but notice what a branding genius he is.

The first thing we expect is for Twitter to become a place where there is freedom of expression. In his statement, Elon Musk stated that he believes that “it is important for civilization to have a digital town square, where a wide range of beliefs can be debated in a healthy manner without resorting to violence” This is a very compelling reason as we have seen accounts being censored in the past for saying what considered uncomfortable by the gatekeepers of information flow. As Simon Sinek would say, “Always start with your why.” Elon musk began his communication by sharing his ‘WHY’ and this is going to increase account users on Twitter in the coming months, especially if you believe in freedom of expression. However, he cautions that users must still be responsible for the information that share to reverse the extreme and divisive content that has flooded Twitter in the last few years.

He Wants to Save Humanity

Secondly, Elon Musk has driven the emotions of Twitter users to the roof by stating that he bought Twitter, “To help humanity, whom I love”. This statement is genius from a branding perspective as it emotionally connects and endears Elon to Twitter users. That very statement also positions him as the hero that has come to save the world. By doing so he takes on the Hero’s brand archetype which is a brand that aspires to create impact by helping others to succeed. Don’t we all love heroes? I am sure he is going to be loved by hundreds of millions of people around the world. Pay close attention to his number of followers in the coming months. Notice this statement is more about his positioning as the savior and not Twitter. Social media is truly a powerful tool for brands and enterprises and it is important that it is seen as a space where everyone feels that it is a space for everyone without segregation and violence.

Customized Experience

But he goes further to make another inspired promise by stating that, “Twitter users will have to choose their own experience.” Musk understands branding and he knows that we live in an era where attention is the most powerful commodity. Indeed, all brands are on a battlefield fighting for our attention and he is cognizant of the fact any brand that appears to interrupt its audience will be rejected that is why makes this promise that you will have the power to choose your own experience. The net effect of this move will ensure that Twitter users will spend more time on the platform enjoying the content that they love without being irritated by content that they don’t like.

Only Relevant Ads

As an icing on the cake with users choosing their own experiences, Elon Musk has also promised that users will only be shown relevant adverts. This must be the sweetest musing on the ears of advertisers. And I agree with Musk when he says, “Low-relevance adverts are spam, but highly relevant ads are actually content.”

And in the words of Israelmore Ayivor, “Don’t be a pepper on the eyes of people; Rather be the salt on their tongue and make a difference that influences their sense of belonging to the earth,” do not interrupt your audience. This is music to advertisers as they will be sure that their adverts are being seen by the right profile of users. Expect the ROI for Twitter advertising to head northwards.

Looks like Twitter is set to explode with users and advertisers. Good times are ahead for content creators. I believe good and compelling content will have more say on the platform than content that has no either educative or entertainment value.

What are your thoughts about Elon Musk acquiring Twitter?

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