Twitter’s new CEO woos back advertisers with promise of “world’s most accurate real-time information source”

On a mission to make Twitter “a global town square for communication”, new Twitter CEO Linda Yaccarino has taken her first steps. But will it be enough to win back brands after a reported 28% ad revenue slump?

Linda Yaccarino has officially begun her tenure as Twitter CEO, replacing her predecessor Elon Musk.

On Monday, she published her first memo which went out to all employees urging them to help make ‘Twitter 2.0’ a reality.

As a long-time NBC Universal staffer, Yaccarino has experienced great success in the advertising industry - an area where Twitter has struggled since Musk’s purchase of the platform last year.

Many consider her appointment a breath of fresh air and a sign of better things to come for the company, but her efforts to create Twitter 2.0 will undoubtedly be full of challenges.

Twitter’s global ad revenue this year is estimated to be 28% lower than it was in 2022, at around $3bn, as Twitter’s top 50 advertisers are spending significantly less since Musk took over the company in October 2021.

Yaccarino’s full email to staff reads as follows:

‘Building Twitter 2.0 Together’

Hello Twitter!

People keep asking me: Why Twitter? So, I’ll tell you.

From space exploration to electric vehicles, Elon knew these industries needed transformation, so he did it. More recently it has become increasingly clear that the global town square needs transformation—to drive civilization forward through the unfiltered exchange of information and open dialogue about the things that matter most to us.

Have you ever been talking with someone particularly insightful and thought, You’re brilliant—everybody should get the chance to hear this. Or, I’m learning so much from you—can we do this again? Or maybe it’s as simple as, You should have the freedom to speak your mind. We all should.

Enter Twitter 2.0.

Twitter is on a mission to become the world’s most accurate real-time information source and a global town square for communication. We’re on the precipice of making history—and that’s not an empty promise. That’s OUR reality.

When you start by wrapping your arms around this powerful vision, literally everything is possible. You have to genuinely believe—and work hard for that belief. And in this moment of complete reinvention, we have the opportunity to reach across aisles, create new partnerships, celebrate new voices, and build something together that can change the world. And from what I can tell so far, you’re built for this.

The success of Twitter 2.0 is all of our responsibility.

We need to think big.

We need to transform.

We need to do it all together.

And we can do it all by starting from first principles – questioning our assumptions and building something new from the ground up. It’s rare to have the chance to put a new future into the hands of every person, partner, and creator on the planet.

That’s exactly why I’m here – with all of YOU.

So, let’s dig our heels in (4 inches or flat!) and build Twitter 2.0 together.


From the controversy surrounding Twitter’s latest community notes feature, to it’s subscription service that puts a price on blue tick verification, if it is to become “the world’s most accurate real-time information source”, then Yaccarino must first repair the platform’s reputation…and find a way to build a community based on trust, not deception.