Break-ups. We’ve all been there – mulling it over, wondering if you’re making the right choice, and second-guessing yourself at every turn. But sometimes, a break-up is necessary. It’s the only way to protect your sanity and peace of mind.
Lately, here at Represent, we’ve been asking ourselves this very question when it comes to X. With news outlets, journalists, and businesses making their exit, we couldn’t help but wonder if X is a smart play in your marketing strategy or is it time to move on to greener (and less chaotic) pastures.
The Evolution of Twitter to X
Let’s rewind. Twitter, founded in 2006, started as a place for quick thoughts, updates, and 280-character musings. It was the digital equivalent of shouting into the void – and the void listened. People didn’t just tweet for the fun of it; they shared news, thoughts, and conversations with a wide global audience. And that’s what made Twitter the ultimate platform for news.
In 2022, before the major changes began, Twitter reported that a staggering 55% of users got their news from the platform. Even more impressive? Journalists aged 18–29 claimed Twitter was their number one or second-most used platform for work. It was the place to be if you wanted to stay in the know.
Fast forward to today, and journalists have all but packed their bags and left, seeking refuge in newer platforms like Bluesky. Such was the move, that even The Guardian made public its departure from X.
The Brand Perspective
Twitter was more than just a news source; it was a conversation hub in which brands thrived! The ability to join trending discussions, weigh in on important topics, and share a light-hearted meme or two, gave brands both an authentic voice and a means to stay relevant.
After all, who can forget the infamous battle of the caterpillar cakes – Colin vs. Cuthbert? M&S vs. Aldi? It was a viral sensation, with Twitter users passionately taking sides and brands jumping in on the #FreeCuthbert movement, turning a legal spat into a meme-worthy moment of internet gold.
Scrolling through X, it is clear that this community atmosphere is rapidly evaporating. Since Elon Musk’s takeover, X is becoming less of a welcoming environment for businesses for a multitude of reasons.
Why the Exodus?
So, why are so many brands and users jumping ship? It’s not just the rebranding that’s turning heads. X is now a bizarre mix of misinformation, AI-generated content, right-leaning content, and constant cryptocurrency ads popping up every few scrolls. Gone are the days when the feed felt like a news and discussion hub. Since Musk took the reins in October 2022, the platform that once buzzed with important global conversations now feels more like the Wild West.
The July 2023 rebranding to X signalled the start of Musk’s ambitious goal to transform the platform into an “everything app.” But with this bold vision came a whole lot of chaos. News? Not so much. Balanced conversations about world events? Hard to find amidst the noise.
A One Voice Platform
X has transformed into what feels like an echo chamber, with Elon Musk’s voice booming louder than anyone else’s. Case in point: the top four posts of 2024 all came from Musk’s account – and all centred around Donald Trump. This shift has turned X into a platform where Musk’s political affiliations dominate the narrative. It’s no surprise, then, that three-quarters of users (74%) report seeing at least some political content on their feeds.
Combine this with a subscription model that amplifies content for those willing to pay, and organic reach has plummeted.
For brands, this marks a stark contrast to the old Twitter days. Back then, posting and engaging with fans had the potential to go viral organically again, look at Caterpillar Cake Gate. Unless you’re in Musk’s inner circle or shelling out for promoted posts, your chances of breaking through the noise are slim.
Rise of Misinformation
Even if you decide to stay, the real question is: Is it worth it? With the shift away from strong content moderation and the push for paid visibility, misinformation has been allowed to spread with alarming speed. The flood of unchecked claims, sensational headlines, and fake news makes it harder for businesses to be seen as authentic voices.
In a world where trust is everything for businesses, X has become a bit of a minefield. Yes, you can advertise on the platform to a specific audience however these ads will most likely run next to ads for crypto schemes, right-wing propaganda and gambling sites. One wrong move could lead to a scandal. For businesses and their reputation, staying on X means wading through a sea of questionable content and sometimes, it’s just better to avoid the headache.
Declining Audience
Once the go-to platform for real-time news and conversations, now both casual and professional users are flocking to alternatives like Bluesky and Mastodon.
According to a recent report, X’s daily active user count has plummeted by over 30% since Musk’s takeover. The drop signals a reduction in audience reach for advertising, resulting in lower engagement and awareness. If your target audience is leaving, then it’s time to reevaluate whether X is still a worthwhile investment for your brand.
The Future of X and Business
As X continues to evolve (or devolve), businesses are faced with a tough question: Does X still align with your brand’s goals? Does your target audience still use the platform? And, could your time – and money – be better placed elsewhere? With TikTok now dominating the social media landscape and YouTube proving to be a highly marketable platform for virtually any business sector, now is a good time to assess how well X fits into your brand’s bigger marketing strategy and resources.
Look at your audience, your content strategy, and whether X still serves your business objectives. Does the platform still serve your needs and attract your target audiences, or are you holding on for sentimental reasons?
Key Questions to Consider Before Committing to X
Who is our target audience, and are they active on this platform? Understanding where your audience spends their time is critical. If they’ve migrated to other platforms, your focus might need to follow them.
Do the values and ethos of X align with those of our business? A platform’s reputation can impact your brand image. Ask yourself whether X reflects the principles you want to communicate to your audience.
Are your competitors on the platform, and if so, how are they utilising it? Benchmarking against competitors can reveal if X still offers value in your industry – or if their exit signals a larger trend.
Are there unique features on X that could provide a competitive advantage? Look for opportunities that X offers that other platforms don’t. Can these features help you reach your audience in new and impactful ways?
How might our presence, or absence, on X affect our brand perception? Your presence on X could either reinforce your relevance or expose you to risks. Similarly, leaving could signal a strategic pivot that enhances your credibility elsewhere.
Remember, sometimes a breakup is more than simply a breakup; it’s a strategic move. The social media landscape is shifting faster than ever and staying ahead of the curve might mean making a clean break and finding greener, more engaging pastures. Whether you choose to stick it out or move on, the key is to keep evolving with the times and questioning if indeed this is the partnership for your business.
If you’re thinking about reshaping your social media strategy, our team is here to help you navigate the process. Reach out today to discuss how we can create a tailored social media plan for your brand.