Currently, some Twitter users are experiencing a significantly higher volume of advertisements on their timelines, initially leading to speculation about a problem with how Promoted Tweets were being distributed. Promoted Tweets, which are standard tweets that advertisers have paid to increase their visibility, are normally shown once at the beginning of a user’s feed and then integrated among other tweets as they scroll. Recent reports indicate a noticeable increase in their frequency, with some individuals encountering them as often as every four to six posts. Furthermore, multiple users have observed the same Promoted Tweet appearing repeatedly.

This initially suggested a potential malfunction within Twitter’s advertising infrastructure, as the platform typically aims to deliver targeted and pertinent Promoted Tweets without overwhelming users with ads.

According to Twitter’s official Business resources, the company emphasizes a careful approach to displaying Promoted Tweets, stating, “we’re thoughtful in how we display Promoted Tweets, and are conservative about the number of Promoted Tweets that people see in a single day.”

The current situation, where advertisements appear to dominate the timeline—and often consist of duplicates—clearly contrasts with this stated policy.

However, Twitter has clarified that this change is not the result of an error; it is a deliberate adjustment.

”We consistently conduct experiments and implement modifications to our advertising platform. We are dedicated to ongoing innovation and testing, and will continue to refine our approach based on our findings,” explained a representative from the company.  

https://twitter.com/PatrickGreyGilb/status/1335996440586448898

https://twitter.com/93void/status/1335960173785976833

Despite user complaints, Twitter has not yet issued a public statement addressing the issue through its official support channels, such as @TwitterSupport, @Twitter, @TwitterComms, or @TwitterMktg. Reports of this increased ad frequency have come from users in various countries and on both the “Home” and “Recent Tweets” timelines.

In response to the influx of Promoted Tweets and the lack of official communication, some Twitter users have begun muting or blocking the accounts responsible for the advertisements. This action could have long-term implications, preventing advertisers from reaching those users in the future if they are blocked.

Following publication, Twitter provided a statement to TechCrunch, confirming that the increased ad frequency is intentional. The company explained that it is strategically utilizing available advertising space at the end of the year by increasing the number of ads displayed on user timelines.