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X faces hiccups in influencer-led monetisation push in Indian market

Economic Times · 3d

Twitter's influence in the Indian market has been lagging behind other social media platforms such as YouTube and Instagram. Despite efforts to promote influencers and drive content-focused engagement, Twitter's monetization opportunities have been underutilized. Advertisers are decreasing their spending on the platform, citing declining brand spending trends. Twitter has introduced a revenue sharing program and amended its creator payments policy, but its net profit and revenue have still suffered. Instagram currently attracts the highest brand marketing spend in India, with Twitter being more suitable for disseminating information rather than promotional activities. Furthermore, the absence of Generation Z users on Twitter has hindered its effectiveness as an advertising and influencer marketing platform.