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How has Twitter's advertising strategy changed since Elon Musk's takeover?

Using the SpyFu API to find the difference in Twitter's advertising strategy


by Ayman

Since Elon Musk officially took over in Q4 2022, Twitter's value has been dropping, from $44 Billion at the start of 2022 to a reported $19 Billion in January 2023.

As Twitter is private after the takeover, we wanted to get insights into the changes being made to its strategy to reduce costs, seeing that the company reported a loss of $270 million just last year!

Using the SpyFu API connector, we gathered Twitter's monthly paid and organic clicks data before and after the takeover to see how Twitter's advertising strategy has changed.

Getting the Data

We went to the SpyFu Domain Stats for Exact Date endpoint in Databar's API Library and created a dataset. Twitter's domain data was gathered through simple requests from October 2021 to January 2023.


Once all the requests were completed successfully, we had access to the relevant information i.e. Date, Monthly Paid Clicks, and Monthly Organic Clicks for the Twitter domain.

Screenshot 2023-02-21 at 17.06.03.png

The Result

Using the data, we created two charts to measure Twitter's Monthly Organic and Paid Clicks. Both charts are segmented by color to show the difference in stats before and after the takeover.

The chart below shows the Monthly Organic Clicks from October 2021 to January 2023 for the Twitter Domain:


Key Takeaways

Twitter's Monthly Paid Clicks sharply dropped 64% from 3497 to 1243 and the same for its Average MoM Paid Clicks, dropping from 4658 to 1172 whereas, for Monthly Organic Clicks, there was a steady increase of 10% from 128 to 142.

Through these insights, it's clear that Twitter favors a new "lean" approach under Elon, prioritising organic forms of growth over paid avenues.

All of the above visualizations were created with the Databar platform. Sign up here to get access.

APIs used in this article:

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