Microsoft’s Multi-platform feature, the power tool for search ads and social media campaigns management, will not support Twitter from April 25, 2023. This exclusion will cause marketers to lose their Twitter account, not be able to create or manage drafts or tweets, view past tweets and engagement, and schedule tweets. As the market competition is high among mega-advertising platforms, marketers are always on the verge of improving their advertising strategies to gain maximum revenue.
Microsoft’s Multi-platform tool is an excellent solution for advertisers who deal with search engine ads and social media campaigns every day. They would like to manage all their campaigns through a single platform. However, after two years, Twitter will no longer be integrated into the solution. Even though Microsoft generated only 6% of revenue from ads running through its platforms in comparison to Google’s 30%, they have integrated generative AI across their platforms, including search engine Bing and browser Edge, to optimize their return on investment with AI-powered campaign management.
Many marketers rely on Multi-platform’s parallel processing capabilities for more effective and efficient management of their search engine and social media campaigns. The ability to analyze reports, create campaigns, interact with customers, and leverage AI-powered campaign management are benefits Multi-platform provides. In addition, Multi-platform acts as a free tool when creating Microsoft’s Smart Campaigns and an excellent solution for advertisers aiming to manage their search advertising and social media campaigns on various platforms all at once.
This exclusion comes when Twitter’s advertising revenue has increased to $3.4 billion in 2021, representing a 31% year-over-year growth rate. Additionally, Twitter generated $1.9 billion in advertising revenue in Q4 2021 alone, a 30% YoY increase and a profit of $485 million in the same quarter. Despite these facts, Twitter is losing its place among big advertisers, and its stock goes as low as $27.6, representing 22% decrease in Q4 2021.
The reason behind this sudden move is unclear, and it raises many questions regarding Microsoft’s strategies and their vision for the future of the Multi-platform tool. Despite being a small portion of the total digital ad spend in 2022, Microsoft is relentlessly working on integrating AI-powered campaign management technologies into its platform.
In conclusion, Microsoft’s Multi-platform feature is the ultimate solution for advertisers who are looking for improved advertising strategies that could help them with efficiency and effectiveness. The lack of Twitter’s integration will undoubtedly make Multi-platform’s users left scratching their heads. The future of the Multi-platform feature is unknown and could be concerning for users. However, Microsoft promised to continue working on AI-powered campaign management technology that would keep their platform competitive in the current advertising industry.
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