Amid Facebook’s three-week-long controversy on whether the platform should ban political ads or not, twitter CEO Jack Dorsey announced that political ads will be banned on Twitter.
So announcing the ban was the easiest part, now what next? The next step is the implementation of the ban. According to Dorsey, social ads are unique due to their speedy reach and can be tailored to target a small niche of people.
The CEO further pointed out that, online political ads created complex challenges such as messaging and micro-targeting, misleading information as well as deep fakes. These give us a glimpse of how hard the actual implementation will be.
Twitter was preceded by other platforms such as Tik Tok, LinkedIn, and Pinterest. For all these platforms, gaining revenue from political ads couldn’t outweigh the drawbacks that came with it.
It can be argued that banning political ads from the other platforms wouldn’t be a big deal as it would be for Twitter. Being considered as America’s political commentary hub, twitter will face major setbacks when working on the ban.
According to some thinkers, twitter will lose out on the revenue to which twitter countered this notion by sharing that political ads only contributed less than $3 million which is not much for the company’s revenue.
Other critics contributed that political ads were hardly effective in convincing the citizens to vote in favor of a candidate. On these grounds, the twitter ban is all the more worthwhile.
Jack Dorsey proclaimed his announcement just before Facebook’s quarterly earnings call. Zuckerberg had sent digs to twitter saying that their contributions in the platform integrity efforts were minimal.
Based on this decision, Dorsey has received many positive reactions online with Democrats such as Mark Warner, Joe Biden, and Alexandria Ocasio-Cortez.
Other parties were not equally supportive especially Brad Parsel who called the whole process “dumb” since twitter was apparently walking away from hundreds of millions in revenue.
Parsale went further to place a claim that the move was geared against the conservatives like the president. Parsale was the individual behind President Trump’s huge digital success during the 2016 election.
Away from this, Jessica Alter criticized twitter’s action saying it would prevent the less known candidates from reaching a wider audience.
With the ban, she adds that politicians will still find ways to pay their way into getting more reach, For instance, they could hire influencers to give them a shout out organically which has not been banned.
Twitter’s biggest nightmare now lies in the implementation which will be hard, to say the least. The company has on a couple of occasions made announcements that were not followed up by the expected actions owing to the difficulty of the task.
Facebook is already facing pressure from its decision to allow political ads to be aired on its platform. External pressure surrounding Zuckerberg’s team will be from politicians and the public at large.
Some Facebook employees also feel that Zuckerberg should reconsider, but will he relent?
To further coax Facebook into the ban like its rivals, Adriel Hampton who registered to run for California’s governor seat promised to run false ads for Trump on Facebook.
This is a move to nudge Mark Zuckerberg into reconsidering his decision.