In a rapidly evolving digital landscape, brands face a pivotal decision regarding their presence on X, formerly known as Twitter. Since Elon Musk's acquisition of the platform for $44 billion in 2022, significant changes have sparked a wave of departures dubbed "the great X-odus." This migration has seen major companies like Apple, IBM, Disney, and BMW's UK arm pause or end their advertisement ventures on the platform. As brands reassess their strategy in light of Musk's controversial changes, questions loom about the future role of X in public discourse.
Elon Musk's transformative impact on X began with reshaping the platform's algorithm, reinstating banned accounts, and redefining its policy around "free speech." While Musk argues that these moves aim to "serve the public conversation," research indicates a doubling of antisemitic posts from June 2022 to February 2023. This surge in harmful content has raised alarms among users and advertisers alike.
"We have to view all the platforms critically, it's not only X. The companies behind them set up the rules of the game and they can change them." – Mr Gensing
The discontent with Musk's management extends beyond content concerns. Legal actions against brands such as Unilever and Mars, accused of boycotting X, reflect the contentious atmosphere surrounding the platform. Meanwhile, only 16% of Brits perceive Musk's interventions as justice-driven, with 44% attributing them to attention-seeking motives. His approval rating in the UK stands at -35, underscoring the public's skepticism.
Despite the challenges, X boasts approximately 600 million monthly active users. This vast user base remains attractive to entities like the Massachusetts Bay Transportation Authority (MBTA), which relies on X for providing real-time customer service.
"We try to match where our riders are. When people are tweeting at the MBTA someone can provide a definitive answer in the moment." – Andrew Cassidy
"Our broadcasting system is exclusively tied into our X account, but we still field customer service questions across other platforms." – Andrew Cassidy
"Our focus is providing customer service to the largest number of riders that we possibly can," – Andrew Cassidy
However, for many brands, the evolving dynamics on X present challenges that outweigh potential benefits. Alex Wilson notes that Twitter was once a prime venue for engaging with cultural moments but contends that its relevance is waning.
"If you were a brand that wanted to be part of any cultural moments that were happening, Twitter was a great place to be," – Alex Wilson
"It's broadly fair to say Twitter is becoming less relevant across the world," – Alex Wilson
Musk's management style has been a polarizing factor. His actions and statements often draw mixed reactions. For instance, his attempt to clarify a previous tweet led to further confusion.
"Please ignore prior tweets, as that was someone pretending to be me 🙂 This is actually me." – Elon Musk
This unpredictability contributes to the ambivalence felt by brands assessing their future on X. The decision to stay or leave is not straightforward, as Mr. Gensing highlights the necessity of maintaining a social media presence by 2025.
"It's unthinkable", not to have a presence on social media in 2025. – Mr Gensing
Yet, the presence on X is fraught with risks. The rise of antisemitism and conspiracy theories on the platform raises ethical concerns for brands.
"We have seen assaults on X, antisemitism, conspiracy theories," – Mr Gensing
"We don't think racism is freedom of speech," – Mr Gensing