Microsoft Advertising platform has a social network engagement feature that allows you to publish social media posts and interact with audience. Microsoft Advertising supported Facebook, Instagram, LinkedIn and Twitter as part of this feature. Recently, Twitter increased its paid API cost for developers from few hundred dollars to 42,000/month. This may be the reason why Microsoft Advertising is dropping support for Twitter from its social network engagement feature.
Starting on April 25, 2023, Microsoft Advertising Smart Campaigns with Multi-platform will no longer support Twitter. From this date, you will be unable to:
- Access your Twitter account through our social management tool
- Create and manage drafts or Tweets
- View past Tweets and engagement
- Schedule Tweets
Other social media networks such as Facebook, Instagram, and LinkedIn will continue to be available on Microsoft Advertising.
In response to the above move from Microsoft, Elon Musk is threatening to sue Microsoft. He tweeted the following:
They trained illegally using Twitter data. Lawsuit time.
In another tweet, Elon mentioned that Microsoft is ripping off the Twitter database and selling it to others.
ripping off the Twitter database, demonetizing it (removing ads) and then selling our data to others isn’t a winning solution
Microsoft has not responded to Elon’s lawsuit threat yet.