The company tells CNBC that it typically shows fewer ads to users with a large number of followers. Some users may never have seen any ads at all in their feeds, depending on how many followers they had.
In theory, showing fewer ads would lead to a more enjoyable experience, which would leave Twitter’s popular users happy and wanting to keep using it.
Going forward, Twitter will show ads to everyone who uses the platform, which will result in some users seeing more ads than usual.
Here is the statement provided by a Twitter spokesperson:
“Historically, users with high follower counts have seen fewer ads. Recently, we’ve shifted our approach to showing ads to everyone who uses Twitter and as a result, some will notice an increase in the number of ads they’re seeing.”
So if you have been seeing more ads on Twitter lately, this could very well be the reason why.
For what it’s worth, this change was reported not long after Twitter posted disappointing earnings for the third quarter of 2019.
Perhaps the promise of reaching more valuable users will be appealing to advertisers and encourage them to spend more.