WeArisma CEO Jenny Tsai shared insights with Performance Marketing World on how Twitter’s new CEO, Linda Yaccarino, is poised to enhance the platform’s advertising credibility and compete effectively with other social media giants. To attract top-tier influencers and boost advertiser revenue, Tsai notes that Twitter must improve its creator revenue sharing deals, similar to platforms like YouTube and Twitch.
Published On: June 2, 2023
Twitter’s New CEO Linda Yaccarino Aims to Boost Advertising Appeal and Competitiveness
“With the hire of new CEO, Linda Yaccarino, extensively experienced in traditional media sector as well as digital marketing, Twitter is signaling that it is strengthening advertising creds to become attractive to advertisers and effectively compete with other social media platforms.” WeArisma CEO, Jenny Tsai for Performance Marketing World.
By doing so, Twitter will give confidence to brands looking to advertise on the platform through paid media channels and in turn can make sure emphasis is placed on the influencer marketing mix.
From an influencer standpoint, since last year many platforms such as YouTube and Twitch have enhanced the competitiveness of their creator revenue sharing deals. Twitter needs to do the same in order to attract top-tier creators and influencers which can not only drive brand-influencers partnerships but also grow Twitter’s user-base and as a result increase advertiser revenue.
Read the article here.
Access timely cultural trends, strategic creator guidance, and industry best practices.
Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.
Here are the three topics we expect to define the week.
The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
Join our community and get cultural insights, creator strategy guides, and real-world best practices.
State of Influence Index 2026 now LIVE - Explore the creators, trends and platforms driving conversations
