Elon is understanding why Twitter had to seem so "woke". It turns out that "woke" consumers make for the most lucrative demographic to serve ads to. I don't believe he had to reckon with advertiser psychology to this extent at Tesla or SpaceX.
> It turns out that "woke" consumers make for the most lucrative demographic to serve ads to.
Does this mean that “woke” people are people that work hard and have money to spend, while the non “woke” dont? What does this say about the “non woke” crowd?
What is even woke?
Am i “woke” because i don't want to buy products advertised on a platform where people are insulted on a daily basis due race, gender or sexual orientation and i want people to freely express their personality without risk of verbal or written injury?
Is it maybe that brands understood that being associated with the types that loiter our social networks and scream abuse at passers does not sit well with sane people like us?
A combination of (0) having disposable income, as you said, but also (1) lots of free time to browse social media, which in combination with making money might mean maybe not working so hard; (2) low enough standards to spend a lot of free time on social media, and in case of twitter probably not "connecting with family back home"; (3) suggestible/gullible enough to click on ads instead of doing product research; (4) not technically competent enough to just block ads; (5) maybe, conspicuous-consumption/status/consumerism focused enough to buy the kind of high-margin products that justify ads.
How these are weighted I dunno. But yeah, sounds pretty much like chattering class ;)
I wouldn't expect working hard to correlate with having a lot of money. Plenty of poor people work hard.
I also see your point that it doesn't make somebody a leftist or even necessarily progressive to be somewhat cautious of Twitter during a moment of relative upheaval. They are still a very small part of the digital advertising pie. And indeed there is some free marketing in deciding not to buy ads, when stories are written about that decision.
I don't think woke is the most lucrative demographic to serve ads to, but advertisers who buy ads on Twitter are likely selecting for Twitter. That is to say, Musk is destroying the Twitter branding, and so the advertisers that went to Twitter for its branding are now leaving.
