Advertise on a Competitor’s Social Media Platform? Um, that Would Be a Hoot… GM “Paused” Ads on Musk’s Twitter, by Wolf Richter

Musk’s automotive competitors are on the horns of a dilemma. From Wolf Richter at

Automakers are huge advertisers. Social media platforms are huge data collectors. And now Tesla’s Musk owns this data.

Automakers spend lavishly on advertising, and they advertise heavily in the social media. But now, one of the social media platforms, Twitter, is owned as of yesterday by the CEO and largest shareholder of Tesla. And the automakers that compete with Tesla, and are getting their clocks cleaned by Tesla, are now finding themselves advertising on Elon Musk’s platform. And when you think about it, that’s kind of a hoot.

No one likes to advertise on a competitor’s platform, for all sorts of reasons, but particularly because on a social-media platform, the competitor gathers the consumer tracking data and can get important insights into current and potential customers and their reactions to the products and ads – without even passing on those insights to the automaker.

Advertising on a competitor’s social media platform is a particular problem because of the vast amount of user data that those platforms collect – data on your customers and potential customers that you may actually not see yourself, unless the platform decides to share it with you.

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