X-it: are brands choosing to move away from X?

It is fascinating to watch the rise and fall of social platforms—some go the distance, while others fade away quickly. So, how about you? How many platforms do you actively use, and which ones are just sitting there, gathering digital dust?

By: Vishakha Agrawal

As I sit to write this blog, a funny thought crosses my mind—how many social media platforms am I on? Quite a few, but I barely use them all. The ones I do use regularly are LinkedIn, Instagram, Facebook, WhatsApp, and perhaps sometimes Pinterest for some décor and outfit inspiration.

I just checked my phone and saw Clubhouse! Remember that audio-only social app? It was THE hype during COVID around 2020 when it was invite-only for iOS; much later was available for android users. Everyone (iOS users) wanted in—it was like the VIP section of social media. Fast forward to today — and it is still around, but let’s be real, it is a ghost town now.

This got me thinking about how trends come and go, and X (formerly Twitter) seems to be heading in that direction too. Let me check… when was the last time I posted on X? Oh wow, my last post was a repost back in March 2024. Looks like I have only reposted in the last two years—interesting!

Once an iconic platform buzzing with real-time discussions, X now feels offbeat. Between changing features and some interesting management choices (we all know what I mean), brands and users are reconsidering their presence there.

Recently, for example, The Guardian, a well-known UK publication, shut down its X account over political concerns. They are not alone—several celebrities have also left. And as a former healthcare public relations & media professional, I wondered if any pharma companies had moved away too. Sure enough, As per the article in BioSpace, big names like Novo Nordisk, Gilead, and Merck have stopped all paid ads on X. Others like Pfizer and Eli Lilly have also cut their spending.

Once a community-driven platform that allowed users to see both sides of a story, X was known for its “Twitter wars”—debates where opinions clashed like a two-sided sword. Some users joined the conversation, while others chose not to engage in the chaotic threads. It was not for everyone to be part of the “war of words.” Back then, things went viral organically—memes were funny, and people tagged brands and customer service teams to solve issues. But where has it all gone? Since X’s acquisition, it has seen a significant drop in user engagement, losing around 13% of its daily active users. The user base has fallen from 140 million to approximately 121 million globally.

So, at this point I am sure we all are questioning why have brands become cautious about staying on X? Some factors are:

1. The shift in policies has led to worries about ads showing up next to controversial content, which can hurt a brand’s image. For example, Hyundai paused ads on X due to safety concerns and there are many brands who are not only pausing ads but moving on from X.
2. The new paid verification system has caused confusion and impersonation issues, making the platform feel less authentic.
3. Platform’s quality has dropped, affecting engagement and reducing brands’ reach.
4. Many brands are now choosing LinkedIn, Instagram, and TikTok for more targeted and safer advertising options.

If you are still reading this, I am sure you love being part of the community and joining conversations. If you feel this way, you are probably missing the good old days of Twitter—when it was a great place to connect, both personally and for your small business, before everything changed.

But for those in Kingston, Ontario and the surrounding areas, maybe give Reddit a try! It has everything from fun discussions to serious threads—though, of course, like any platform, it has its edgy side. If you want to learn more about Reddit, keep an eye out for our February 2024 Reddit Overview webinar!

It is fascinating to watch the rise and fall of social platforms—some go the distance, while others fade away quickly. So, how about you? How many platforms do you actively use, and which ones are just sitting there, gathering digital dust? Let us know in the comments below!

And hey, if you need any help with social media, remember, we are your friendly neighborhood social media superheroes! JBC is here to tackle all your social media blues. Book a free 15-minute chat, and we will help design a campaign that is just right for you.