Microsoft Advertising has announced that as of April 25, 2023, “Multi-platform Smart Campaigns” will no longer support Twitter.
This means users will lose access to their Twitter accounts via the Digital Marketing Center’s social media management tool. The ability to schedule, create, or manage tweets or tweet drafts will be removed, & users will not be able to view their past tweets & engagement on the Microsoft Advertising platform. This follows Twitter owner Elon Musk’s appearance at a conference to attract brands back to the platform, where he acknowledged that half of its biggest advertisers had left since his takeover.
The social media service that Microsoft Advertising offered for free to advertisers enabled them to manage various social media accounts in one location, allowing users to respond to tweets, DMs, & messages from Facebook, Instagram, & LinkedIn. It functioned alongside social & search paid advertising tools that assisted businesses in managing their paid ad campaigns on platforms such as Google Ads, Facebook, Instagram, & Microsoft’s search advertising. Companies utilizing Microsoft Advertising will continue to create/manage Cntent for Facebook, Instagram, & LinkedIn via the platform, as they did previously.
Losing access to Twitter through the DMC’s social media management tool means advertisers will need to adjust their strategies, potentially seeking alternative platforms to manage & track Twitter campaigns. Microsoft generated over $12 billion in digital advertising revenue last year from ads created, managed, & run through its Advertising platform.
