Twitter earns up to $19 million for restored accounts
The impressions generated by the restoration of accounts disabled for distributing inappropriate content are the reason behind these gains, according to a study.
The Center to Counter Digital Hate (CCDH) made a report that concludes that the platform generates millionaire figures with only 10 accounts that were once banned on the social network.
The current owner of Twitter, Elon Musk, bought the platform boasting of his plans to implement a system in it that favored freedom of expression. Hence, one of his first measures was the restoration of accounts suspended for violating his rules of use, a penalty with which the tycoon has never agreed.
Twitter announced that it will take “less severe” measures towards accounts that have violated its policies to reserve the suspension of accounts for “serious or continuous violations of these”.
Also, since a few days ago, the platform allows the owners of suspended accounts to request a review to restore it based on the new Twitter criteria.
Recently, the Center to Counter Digital Hate (CCDH) made a report whose conclusion stands out that the platform generates millionaire figures with only 10 accounts that were once banned on the social network.
According to data from this study, which Engadget has been able to access, the CCDH analyzed Twitter’s commitment to these ten profiles after the social network blocked them for “publishing hateful content and dangerous conspiracies” and reinstated them after the acquisition of the company by the owner of Tesla.
Among some of the profiles analyzed are the accounts of the ‘influencer’ Andrew Tate; the founder of the supremacist website Daily Stormer, Andrew Anglin; as well as the well-known anti-vaxxer Robert Malone.
“On a typical day, the tweets from the 10 accounts received a combined 54 million impressions. Projecting this average over 365 days accounts can be expected to reach nearly 20 billion impressions over a year.
To learn how much ad revenue those impressions could generate for Twitter, CCHR created three new accounts and began exclusively following those 10 conflicting users with reinstated accounts.
So, it was found that the platform introduced ads approximately once every 6.7 tweets. From that figure and using data from analytics firm Brandwatch, he estimated that “Twitter ads cost an average of $6.46 per 1,000 impressions.”
Adding the income generated daily in this way, he concluded that it would reach “a total figure of up to 19 million dollars in estimated annual advertising income in all accounts.”
Despite being only estimates, the organization stressed that these data show the importance of this type of account on the platform in economic terms since they can generate a good part of their income.
In addition, the CCDH has presented in its report several advertising displays owned by prominent advertisers along with posts that are offensive or harmful to users.
An example of this is the announcement of the Prime Video service following a tweet by Anglin in which he commented that “the only career a woman is capable of is prostitution.”