Best-selling horror novelist Stephen King and new Twitter owner Elon Musk went head to head once again this week on the faltering social media platform over an advertiser exodus.
“Soon the only advertiser on Twitter will be MyPillow,” King wrote in a mocking tweet Tuesday, referring to the bedding company owned by “MyPillow Guy” Mike Lindell, which continues to baseless claims of rigged elections as of 2020.
Musk responded lamely: “Oh hello lol. Is my pillow really a good pillow? Now I am curious.”
Advertisers are leaving Twitter over growing disinformation and hate speech in the wake of Musk’s Twitter takeover last month — and a controversy over hijacked accounts.
The Washington Post has reported that more than a third of Twitter’s top 100 marketers have not placed an ad on the site in the past two weeks and that Musk “can’t afford” to lose more.
One such advertiser, pharmaceutical giant Eli Lilly, had its account suspended after promising free insulin after it hijacked Eli Lilly’s Twitter account. The profile had a “Verified” blue checkmark, which Must sold for $8 a month.
Amy O’Connor, a former senior communications executive at Eli Lilly, told the Post that Twitter now faces the prospect of “losing millions of dollars in ad revenue.”
“What good is it for the company to be on Twitter?” asked O’Connor. “It’s not worth the risk if the patient’s trust and health are at stake.”
My Pillow will soon be the only advertiser on Twitter.
— Stephen King (@StephenKing) November 22, 2022
Is my pillow really a good pillow? Now I’m curious.
— Elon Musk (@elonmusk) November 23, 2022
The advertiser situation is likely to get worse. Musk announced Thursday that starting next week he would see some accounts suspended for violating Twitter policies, “apologizing” for returning to the platform.
He promised the exemption would only apply to accounts that have not broken the law or “engaged in serious spam.”
Musk let Donald Trump back on Twitter last weekend. But the former president has not made another tweet.
Musk polled Twitter users before allowing Trump’s return and pardons for other suspended accounts, claiming that a majority of respondents supported the move.