Marketers say their top concern about Twitter is that hate speech will become more prevalent, according to recent research from Capterra.

The report was based on data from a survey conducted in November 2022 among 300 marketing and advertising professionals in the United States.

Some 38% of respondents say they believe hate speech will get worse on Twitter over the next six months, compared with 29% that believe hate speech will get better.

However, marketers are hopeful that the platform may become more advertiser-friendly: 40% of respondents said they believe advertising will get better on Twitter over the next six months, compared with 20% that believe it will get worse.

Marketers' top Twitter worries are hate speech and misinformation

Some 72% of marketers say they are very concerned about reduced content moderation on Twitter and 68% say they are very concerned about users leaving the platform.

However, most current advertisers plan to stick with Twitter in the short term: Only 21% of respondents say their company plans to decrease its spend on the platform over the next six months.

Companies that say they will decrease advertising spend on Twitter

Marketers value verification: 51% of respondents say verification is important to company social media accounts, and three in five say that losing verification on Twitter would have a significant impact on their ability to achieve their objectives.

Impact of companies' losing verification on social media

About the research: The report was based on data from a survey conducted in November 2022 among 300 marketing and advertising professionals in the United States.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji