Twitter is being taken off another business-to-business (B2B) site. This time, it’s one of the biggest tech companies in the world.
Microsoft will drop Twitter from its advertising plan soon, according to the company.
Microsoft said that Smart Campaigns with Multi-Platform will no longer work with Twitter after April 25, 2023. Microsoft Advertising users are getting a similar email that says “Digital Marketing Centre (DMC) will no longer support Twitter after April 25, 2023.”
Microsoft says that after that date, users won’t be able to log in to their Twitter account through the social media control tool in its Digital Marketing Centre.
Users won’t be able to plan, make, or manage tweets or tweet draughts anymore. On the Microsoft advertising platform, users won’t be able to see their old tweets or how they engaged with them.
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Microsoft’s huge announcement
The news from Microsoft comes just one day after Elon Musk, the owner of Twitter, spoke at a big marketing and advertising conference. Musk tried to get brands back on Twitter at the event. Since he took over the company, Twitter has lost half of its biggest marketers.
Before, Microsoft Advertising had a feature that let advertisers handle their social media accounts on multiple platforms from one place. Users could reply to tweets, DMs, and messages from Facebook, Instagram, and LinkedIn.
Although Microsoft’s social networking tool was free for advertisers to use, it was prominently shown on the Digital Marketing Centre dashboard for Microsoft advertising. It complemented the platform’s paid social and search advertising capabilities, which assisted companies in running and managing their sponsored ad campaigns on websites like Google Ads, Facebook, and Instagram, as well as Microsoft’s search advertising.
The platform will continue to allow businesses that use Microsoft Advertising to manage and produce content for Facebook, Instagram, and LinkedIn just like they could previously.
Last year, ads that were made, managed, and run through Microsoft’s advertising platform brought in more than $12 billion in digital advertising income.
The company put the notice on a user support page for its Smart Campaigns multi-platform social media management tool, which is one of the two main features in its Digital Marketing Centre dashboard. As was already said, users have also started getting texts about the change.
Mashable reached out to Microsoft for a response. A spokesperson said that the company had nothing more to say at this time.
Twitter’s expensive API plan annoys the firm
Twitter features have been taken out of Microsoft’s advertising platform just days before Elon Musk’s Twitter shuts down its old API platform. Twitter says that on April 29, it will fully switch over to its new paid Twitter API access plans.
Twitter’s new enterprise plans for API access have a starting cost of $42,000 per month.
Since Twitter announced its insanely high API entry prices, many independent developers have had to shut down their Twitter-based apps. But, just like Microsoft, other bigger companies and organizations have also decided not to pay Twitter.
Intercom, a leader in online customer care, dropped Twitter integrations due to the new API fee. The National Weather Service (NWS), a federal U.S. government agency, notified Mashable yesterday that Twitter users should no longer rely on its emergency alert tweets after losing Twitter API access.
Because these businesses, groups, and applications contributed to or assisted in the creation of content on Twitter’s platform, Twitter’s viewpoint is unusual. They enhanced Twitter usage and traffic.