Twitter is being phased out by another major B2B platform. And this time it is one of the biggest companies in the tech industry.
Microsoft is going to drop Twitter from its Microsoft advertising plan next week, according to the company.
“Starting April 25, 2023, multi-platform Smart campaigns will no longer be supported by Twitter,” Microsoft Said(Opens in a new tab). A similar email has started going out to Microsoft Ads users stating that “Digital Marketing Center (DMC) will no longer support Twitter starting April 25, 2023.”
According to Microsoft, as of that date, users will no longer be able to access their Twitter account through the social media management tools in their Digital Marketing Center. Users will also no longer be able to schedule, create or manage Tweets or Tweet drafts. In addition, users will not be able to see their past tweets and engagements on the Microsoft advertising platform.
Microsoft’s announcement comes just a day after Twitter owner Elon Musk appeared(Opens in a new tab) at a leading marketing and advertising conference. At the event, Musk attempted to bring brands back onto the platform after losing half of its largest advertisers following his acquisition of the company.
The Microsoft Ads feature previously allowed advertisers to manage their social media accounts across different platforms in one place. Users can reply to Tweets and DMs as well as messages received on Facebook, Instagram and LinkedIn.
While Microsoft’s social media service was provided free of charge to advertisers, it was featured prominently in Microsoft Advertising’s Digital Marketing Center dashboard. It worked with the platform’s social and search paid advertising tools to help businesses run and manage their paid advertising campaigns across platforms such as Google Ads, Facebook and Instagram, and Microsoft’s Search Ads.
Companies using Microsoft Ads will still be able to manage and create content for Facebook, Instagram and LinkedIn through the platform as they previously were able to.
Microsoft generated over $12 billion (opens in a new tab) in digital advertising revenue last year that will be created, managed and served through its advertising platform.
Notice of removal of Twitter from Microsoft’s website. credit: mashable screenshot
company added Information(Opens in new tab) is on the user support page for its Smart Campaigns multi-platform social media management feature, one of the two main features of its Digital Marketing Center dashboard. As mentioned earlier, emails have also started notifying users about the change.
Mashable has contacted Microsoft for comment. A representative said the company has nothing further to share at this time.
Twitter’s expensive new API plan continues to alienate the company
This comes just days before Elon Musk’s Twitter plans to remove Twitter integration from its Microsoft advertising platform shut down Its old API platform. According to Twitter, it is completely transitioning to its new paid Twitter API subscription plans on April 29.
Twitter’s new enterprise plans have an upfront cost for API access $42,000 per month,
Since Twitter announced extremely high API access pricing, many indie developers have had to shut down their Twitter-based applications. However, like Microsoft, other big companies and organizations have also decided to pay Twitter as well.
Intercom, a pioneer in online customer service, announced It was removing Twitter integration from its platform last week due to new API pricing. The National Weather Service (NWS), a federal US government agency, told Mashable yesterday that Twitter users should no longer dependent on your emergency alert tweets after you’ve lost Twitter API access.
What’s odd about Twitter’s stance here is that all of these companies, organizations and applications created or helped facilitate the creation of content for Twitter’s platform. In turn, all of that attracted more attention and increased traffic and encouraged more use of Twitter.
However, when forced to make a business decision regarding Twitter, it appears that some companies are coming to the same conclusion as Sweden’s public radio. The country’s public broadcaster, Sveriges Radio, announced(Opens in a new tab) made the decision to “stop being active altogether” on Twitter on Tuesday, citing continued changes to the platform and Twitter becoming “less important” to the outlet and its audience.
