Twitter decided to limit the number of views on posts. It could affect the advertisers. Traditionally, Twitter provided equal opportunities for all advertisers’ followers to see their tweets. The recent change of limiting the views may decline visibility. Consequently, retweets and replies could also drop.

In India ad spending on social media platforms is $1.28 billion (less than 2% of the digital ad spends).

Brands would like stability of the social media platform. Policy changes do affect advertisers. Twitter restricts reading to 1000 posts a day for Twitter Blue accounts, and to 10000 posts for Verified accounts. It harms the bottom line of advertisers. The organic reach is reduced. That means lower brand awareness and engagement. There could be competition for advertising space. It could increase the cost of advertising. Precise targeting will be needed in order to avoid wasting impressions on users who are less likely to engage. Brands must have talents to create content that could maximise impact despite the limited views. The campaign will have to be monitored closely. Engagement rate, click throughs and conversions will matter much more.