Microsoft set to drop Twitter from its ad platform

Kevin Okemwa


Microsoft has announced that it will no longer support Twitter in its Smart Campaigns with Multi-platform. The company has already started sending out emails to its clients indicating that the Digital Marketing Center (DMC) intends to cut support for Twitter starting April 25.

Most users depend on Microsoft Advertising to better manage social media accounts in one convenient location, creating an easy way to track engagement and how well campaigns are fairing. Once this change takes effect, users will no longer be able to access their Twitter accounts through the Digital Marketing Center.

As such, starting next week, users will no longer be able to create, manage, or even schedule Tweets via the platform. Additionally, you’ll also not be able to check your old Tweets as well as engagement using the Microsoft Advertising platform.

It is worth noting that just like before, Microsoft Advertising will continue to allow users to create and manage their content on LinkedIn, Facebook, and Instagram using the tool.

And with this new change in place, companies will now need to seek other alternatives that will help them manage and track Twitter campaigns.

This news comes after Twitter had previously announced its plans to start charging a minimum of $42,000 per month for its API. It will be interesting to see how this move impacts Microsoft’s ad revenue. The company aims to double its advertising revenue to $20 billion per year, with a new lead, erstwhile Vice President at Microsoft Advertising, Kya Sainsbury-Carter.

At the beginning of the year, Elon Musk indicated that he intends to make the subscriptions represent 50% of the platform’s total revenue. At the time, the subscriptions stood at 290,000 which was well below the target revenue mark Elon intends to hit.