If Twitter users are noticing any change in the advertising mix in their timelines, it is real. Twitter’s biggest advertiser has gone from HBO’s “House of the Dragon” to FinanceBuzz, a “hustle culture” website that provides money advice with the motto, “we help you make moves in life.”
Brands such as Apple, L’Oréal and Nestlé are being outspent by FinanceBuzz, owned by Buzzery LLC, and Trendytowns Pte Ltd, according to a recent analysis from Pathmatics, the digital marketing intelligence firm. There is indeed a notable change in the dynamic of advertising on Twitter since the new billionaire boss Elon Musk took over in late October, and some major brands started reassessing their willingness to spend on the platform.
FinanceBuzz, which publishes personal finance and employment advice, spent $2.1 million on Twitter ads in the first half of November, which was almost 10 times more than it spent in the first two weeks of September. That made FinanceBuzz Twitter’s No. 1 advertiser, according to Pathmatics. In the first two weeks of September, HBO was the No. 1 advertiser on Twitter, spending $6.45 million, but in the first two weeks of November, HBO spent $638,000, according to Pathmatics. While Pathmatics does not have all available data on how much Twitter advertisers spend and how many impressions brands buy, its data can indicate trends in the market, showing which brands are spending more and which are spending less.