Exploring the decline of X and what it means for your social media strategy
There’s been plenty of chatter around whether Twitter, now rebranded as X, is “dead.” With Elon Musk at the helm, the platform has undergone some radical changes, sparking concern and causing many global brands to rethink their presence. But does this really spell the end for Twitter as a significant player in social media? Let’s dive into the key issues at play.
Why are brands leaving Twitter?
In recent months, a growing list of big-name brands, including Visa, Adobe, Etsy, and Android, have either reduced or completely stopped their activity on Twitter. They’re not alone—McDonald’s, Mastercard, and CVS have also scaled back their presence. The most significant reason for this exodus? Concerns over content moderation and brand safety.
Since Musk’s takeover, content policies have shifted, with Twitter becoming more lenient in allowing certain types of content. This has made advertisers nervous about the potential risk of being associated with harmful or inappropriate content. Walmart and The Home Depot are just a couple of brands reducing their activity as they seek safer platforms to protect their reputations.
The issue came to a head when Musk interacted with antisemitic content, prompting major advertisers like Apple and Disney to pause their campaigns on X. This ripple effect has continued to impact other brands, with X expected to lose up to $75 million in advertising revenue as a result.
What’s driving this shift?
Several factors are behind this brand exodus:
- Content moderation concerns: Musk’s changes have led to growing uncertainty about how X manages sensitive or controversial content. Many advertisers worry about their content being displayed next to hate speech or misinformation.
- Brand safety: Companies are more protective than ever of their reputations. Without clear, enforceable content moderation policies, brands are hesitant to maintain a presence on X.
- Market alternatives: Platforms like Threads, which offer a safer and more controlled environment, are becoming increasingly attractive. Many brands, including Disney, have shifted more of their focus to Threads after stepping back from Twitter.
What does this mean for your social media strategy?
If you’re still using X for your business, now might be the time to reassess. While Twitter remains active, its reliability as the go-to platform for brand engagement is under serious scrutiny. Instagram, LinkedIn, and newer platforms like Threads are fast becoming more stable alternatives, especially for brands concerned with safety and moderation.
Here are a few strategies to consider:
- Evaluate your platform priorities: Is maintaining a presence on X still beneficial, or would your brand be better served by focusing on platforms with higher engagement and a safer environment?
- Adopt a multi-platform approach: Don’t put all your social media efforts into one platform. Diversifying across various networks helps you maintain visibility and engagement while reducing your risk.
- Stay agile: The social media landscape is constantly evolving. Keeping an eye on emerging platforms like Threads or TikTok and being prepared to pivot as needed can ensure your strategy stays relevant.
Is Twitter really dead?
It’s fair to say that Twitter isn’t “dead” just yet, but it’s certainly not as dominant as it once was. The withdrawal of major brands like Visa and Mastercard signals a significant shift in how the platform is perceived, and even traditionally strong players are looking for new options.
That said, there is still a loyal user base, and brands like Disney are continuing to engage on X. However, the platform’s trajectory suggests that it may no longer be the giant it once was, especially for businesses prioritising safety and controlled brand messaging.
For businesses navigating these changes, staying informed and adaptable will be key. Whether it’s diversifying your platforms or rethinking your social media approach altogether, the landscape is shifting, and being prepared is essential.
How are you adjusting your social media strategy in light of these shifts? Share your thoughts in the comments below!
