It may only be Tuesday, but it has already been a tough week for Twitter. The company has already suffered a mass exodus of high level execs and is now on the search for replacements. Adding to this are new reports from Recode that the social media platform is looking for new ways to retain its most important users.

It is being reported that certain VIP users are now using Twitter with little or no ads showing up. This move is apparently motivated by Twitter trying to ensure said users stay engaged with their platform, as other social media tools like Instagram and Snapchat grow in popularity. As Recode suggests, this move seems slightly counterintuitive, especially as the Twitter model has always been to sign up new users rather than trying to retain a core group.

The criteria for one's Twitter page becoming ad-free is unknown, with one's 'star power' and number of followers not being the only determining factors, according to the company. Nevertheless, this is something that Twitter has been experimenting with since September last year, says CEO Jack Dorsey.