How have tech brands changed their ad strategy on social media?

In mid-October, writer Savannah Monroe shared a photo of her engagement ring on X (formerly Twitter). But instead of congratulatory messages from her followers, Ms. Monroe was hit with numerous comments from internet strangers who mocked the size of her gemstone. That’s because Amazon Prime Video India’s X account retweeted her photo with a screengrab from the show The Summer I Turned Pretty, in which a character proposes with a comically tiny ring.

The tweet went viral with many other X users taking the joke forward, while others defended Ms. Monroe. The writer described Amazon’s retweet as “inviting harassment in droves.” The company later expressed regret and removed the tweet.

This incident is just one example of how tech brands have transformed their advertising strategy on socia