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Twitter Focusing on Video, Creator, and Commerce Partnerships: Revitalizing Beyond Digital Advertising

Twitter Focusing on Video, Creator, and Commerce Partnerships. Twitter, under the leadership of Elon Musk and CEO Linda Yaccarino, is undergoing a strategic shift towards video content, creative collaborations, and corporate partnerships. Discover how Twitter aims to revamp its business model, engage with key industry figures, and explore new revenue streams to secure its future success.

With a focus on video, creative collaborations, and corporate partnerships, Twitter will restructure its business model under Elon Musk’s leadership and the leadership of its new CEO Linda Yaccarino. Yaccarino detailed the company’s aspirations to interact with public figures in politics and entertainment, payment providers, and news and media publishers in an investor presentation that Reuters has reviewed. This article looks into the specifics of Twitter’s strategy shift, its current difficulties, and the possible future effects of these agreements.

Twitter Focusing on Video Content

Twitter has worked hard to improve its video services as a result of the rising popularity of video content. More than 10% of time spent on the site is now spent watching vertical videos, which has become a substantial component of user engagement. In a noteworthy move, former Fox News personality Tucker Carlson started a program called “Tucker on Twitter” that would only be available on Twitter. In order to fully capitalize on the enormous potential of video-based monetization, the firm plans to sell advertisements and sponsorships alongside videos produced by Carlson and other content producers.

Twitter Focusing on Video
@image: Investopedia

The Background Chaos

Twitter went through a period of unrest following Elon Musk’s acquisition of the company in October that was characterized by layoffs of staff, complaints about content moderation, and sponsors leaving out of fear for brand safety. The hiring of Linda Yaccarino, a seasoned advertising executive credited for revolutionizing NBCUniversal’s ad sales, demonstrated Musk’s commitment to making digital advertising a key focus for Twitter.

Restored Confidence in Advertising

Although ad-buying companies first advised their clients to suspend ad spending on Twitter following Musk’s takeover, the situation has greatly improved. Major holding firms in the advertising industry no longer advise a break, and well-known companies including Warner Bros., Mondelez, McDonald’s, and Walmart have resumed platform advertising. Investors were told by Yaccarino that expenditure on advertising has climbed by at least 40% year over year in a number of important industries, including health, consumer packaged goods, and financial services.

Twitter Focusing on Video
@image: Digiday

The Change of Twitter into X Corp.

Twitter underwent a redesign under Musk’s direction, changing its name to X Corp. to reflect his goal of building a “super app” similar to WeChat in China. In addition to a social media platform, this ambitious concept promises to provide integrated digital payment systems, among other things. Twitter has submitted applications for “money transmitter licenses” in each of the 50 U.S. states, indicating a desire to enter the financial services industry.

Early Discussions and Potential Collaborations

Yaccarino’s investor presentation made clear that Twitter is having preliminary discussions for prospective partnerships with a range of stakeholders. These discussions encompass news and media publishers, payment providers, political and entertainment leaders, and entertainment figures. Twitter seeks to broaden its revenue sources and build interesting user experiences through collaborative efforts with well-known individuals and business titans.

Positive Reaction and Assistance

Yaccarino noted Elon Musk’s enthusiastic support for her ideas and acknowledged her delight with their working relationship. This promising beginning represents a team effort to further Twitter’s transformation and guarantee the accomplishment of the platform’s strategic ambitions.


Twitter’s strategic emphasis on video, artist relationships, and business alliances represents a turning point in the development of the firm. With CEO Linda Yaccarino’s guidance and Elon Musk’s vision, Twitter is ready to expand beyond digital advertising. Twitter aspires to improve user experiences and build a sustainable future by embracing video content, interacting with powerful people, and investigating new revenue streams. Twitter’s potential to develop into a comprehensive “super app” with the ability to compete on a global scale is within grasp as the platform continues to create creative collaborations.


AI was used to conduct research and help write parts of the article. We primarily use the Gemini model developed by Google AI. While AI-assisted in creating this content, it was reviewed and edited by a human editor to ensure accuracy, clarity, and adherence to Google's webmaster guidelines.

Tech Today India
Tech Today India
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