Twitter plans to focus on video, creative and commercial partnerships to revitalize the social media company’s business beyond digital advertising, according to an investor presentation from owner Elon Musk and new chief executive Linda Yacarino. Which was reviewed by Reuters.

Yaccarino, who started as CEO on June 5, told Twitter investors on Thursday that the company is in early talks with political and entertainment figures, payments services and news and media publishers about potential partnerships. Yes, said a source familiar with the matter, who spoke on it. A condition of anonymity to discuss the private investor call.

Sources said the presentation was Yacarino’s first address to the company’s investors.

After Musk acquired Twitter in October, the social media firm faced months of chaos, including the layoffs of thousands of employees, criticism for a lack of content, and the exit of many advertisers who didn’t want them. Display ads with inappropriate content.

Musk’s hiring of Yaccarino, a longtime advertising executive who modernized ad sales at Comcast-owned entertainment and news group NBCUniversal, signaled that digital advertising remains a priority for Twitter. .

Some ad-buying firms advised their clients to freeze ad spending on Twitter following Musk’s takeover. Those recommendations have been changed and according to a slide shown during the presentation, no major advertising company is currently recommending a pause.

Leading brands including Warner Bros., Mondelez, McDonald’s and Walmart have resumed advertising on Twitter after an initial hiatus, the slide said.

Yaccarino told investors that ad spending has grown at least 40 percent year-over-year in several advertising categories, including health, consumer packaged goods and financial services.

A Twitter executive declined to comment.

Video and Commerce

Under Musk, Twitter changed its business name to X Corporation, reflecting the billionaire’s vision of creating a “super app” similar to China’s WeChat, which he says has Digital payments and other services will be included.

According to a slide from the presentation, Twitter is applying for “mini-transmitter licenses” in all 50 US states.

The company has also focused on growing video content on the platform. According to another slide, vertical video now accounts for more than 10% of time spent on Twitter.

Former Fox News host Tucker Carlson launched a new show on the platform earlier this month called “Tucker on Twitter.”

Twitter envisions selling ads and sponsorships with videos from Carlson and other content creators, sources said.

Yaccarino has also told colleagues in recent days that Musk has expressed strong support for his ideas and that the working relationship is off to a positive start.