I’m not saying it wasn’t profitable. It’s a hell of an achievement that it was.
Just that they took on a lot of investment capital and it wasn’t the kind of return that investors were expecting.
Ultimately, the efficacy of social media advertising on the whole is in the decline. The number and types of companies that used to advertise and run their business on Facebook is so different today than it was five years ago, and business are seeing far less return for their budget.
Twitter was riding a knife’s edge (particularly during COVID) and would have to really scramble to stay in the red in the future.