Why are we still Avoiding Twitter (X)?
Posted on 29th March 2025 at 12:59
Whenever the conversation comes up about social media, most people talk to us about Facebook, Instagram, and LinkedIn primarily. In fact, it’s hard to remember a time when there was a serious inquiry that involved a discussion about Twitter (X). It has become the great unspeakable entity that is still hovering on the periphery and yet no business wants to talk about..
Since the unholy takeover of Elon Musk, people seem to be staring at their old Twitter accounts with wide-eyed horror. The mainstream media hasn’t done the platform any favours either. But why is this? Why are we as marketers so loath to recommend what was once a social media giant?
The problem of leadership
X can’t be discussed without looking at Elon Musk. For better or worse, Musk has been rampant in the media of late. Especially since Donald Trump returned to the White House. Over the last couple of years Musk bounded out of obscurity into being one of the most talked about people in the world.
Leaving all our political and subjective opinions at the door for a moment, we are still left with a very problematic figure. As his antics have ranged from the sublime to the ridiculous, it’s difficult to find a truly redemptive reason why we should be backing his social media platform. Supporting Musk has become problematic, so much so, that even if you don’t particularly mind him, using X might give your own company a bad reputation.
Large companies have abandoned the Twittersphere
It’s not just smaller companies that are holding Twitter at arm’s length. The Twittersphere has been abandoned by a plethora of reputable global brands too. Famously, brands like Apple, Unilever, Disney, and IBM have all pulled their ads from the platform. These multi-million-dollar investments have been publicly removed – and this sends a message to a lot of smaller businesses.
If businesses with such resources have decided that they are better off investing in Meta, BlueSky, and LinkedIn rather than X, then what are smaller businesses to read from this? It once again poses a risk to all social users who want to build their online reputation.
The dwindling toxic usership
Over time, the user base of Twitter had evolved. There is, even with Meta, this humming undercurrent of combative language. People’s unfiltered opinions are rife everywhere. However, Musk’s platform seems to have turned up the toxicity levels and scared a lot of people away.
Reports of a mass exodus are sometimes contested, but there are definitely a lot more unused accounts on X these days. If your potential customer has decided they don’t want to argue with the alt right wing about political issues and be insulted for their views, then why would your business stay and shout into an empty marketplace?
The rise of alternatives
X’s out-of-control spinning has left a jagged hole in the social market. Because of this, Threads, BlueSky and Mastodon have jumped into its place promising fun, creativity, and a friendlier atmosphere. These growing userbases provide an alternative place for businesses to send their marketing messages.
Do we suggest that you should market on Twitter (X)?
The problem with even beginning to suggest investing your time in X, is that the numbers don’t support the longevity of the platform. Even if there were no concerns about whether the toxic atmosphere is redeemable, or whether Musk’s own actions weren’t becoming increasingly problematic, the fact that even accessing your analytics requires a premium paid for account is enough to put us off.
If you have an X account keep using it, it doesn’t harm you to share your posts out. But don’t put this platform at the forefront of your marketing campaigning. If you don’t have an account, then it’s simple, don’t open one. There currently is no benefit to your business to open an X account.
If you wish to discuss your social media further, contact us on 01604 698 948 to arrange a coffee and a chat, or email hello@tj-marketing.co.uk with any questions or enquiries.
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