In 2023, there was much buzz around Twitter’s rebranding to X—The Everything App. When Elon Musk took over, concerns came from basically every group imaginable. His support for ‘freedom of speech’ had advertisers concerned that the platform would become a magnet for controversial voices.
Audiences were also concerned that changes to the site would ruin their user experience. They liked using the platform for a reason, and updates could take out things they loved.
It looked like the only person optimistic about the rebrand was Musk himself. So, who was right? Should your brand have a presence on X?
An algorithmic apocalypse
Adding a ‘For you’ page has provided a new channel for pushing content toward users from accounts they may not follow. On paper, this sounds like a great way to introduce users to content, creators, and personalities they will enjoy.
Why wouldn’t you want to be one swipe away from finding your new favourite niche-internet-micro-celebrity?
Instead, people see an algorithm of political rhetoric, AI slop, crypto-currency rug-pulls and alt-right radicalisation.
If I was a company looking to promote myself, I’d have to question the type of clientele I was looking to attract. It seems like that’s the case.
Ads can now activate easily without requiring an explicit tap. Now, holding your thumb too long after scrolling can launch Safari and display whatever was on the ad. Unfortunately, you’re unlikely to find a life-changing product. Instead, you’ll likely see a crypto scam, gambling site or AI tool.
Not to say that these things don’t have their audience. It’s just that the debate around the ethics and integrity of these businesses is ongoing. This makes the scale of their presence on the platform confusing.
It’s not just PPC either, as the algorithm has spotlighted reactionaries in a concerning way. It isn’t rare to see a network of accounts pushing misinformation with hopes of flooding users’ ‘For You’ pages. While it might not be what you want to see, what can you expect when using a platform owned by President Trump’s right-hand man?
Lawsuits
For the reasons above, X has transformed into a platform surrounded by controversy. It’s not hard to see why advertisers have stopped advertising on such a volatile platform.
Brands tend to remain politically neutral, rarely taking sides, to avoid alienating potential customers. However, X’s user base leans heavily one way, creating an audience that many brands would rather not associate with. This can be seen in many large advertisers leaving and even boycotting ads on X.
Rather than alerting X and indicating that they should make a change to entice advertisers back, Musk took it personally. The X owner is suing Lego, Nestlé, Pinterest, Shell, and others, accusing them of illegally boycotting the platform.
Most platforms welcome their advertisers, understand their value, and show how their platform can benefit them. Instead, X has polarised them. While nothing stops you from advertising on X, we recommend doing so with caution.
Features removed
When providing people with a service, especially one you want them to pay for, you must ensure they receive value from it. If the customer doesn’t believe they are getting out more than they are putting in, they will leave.
It is bewildering that some of Twitter’s mainstay features have been hidden behind a paywall and other features have been removed entirely! Removing features people expect as a given only leads to resentment from your user base.
Real or fake
One of the first issues was the introduction of paid verification. Anyone could pay to have their account verified, with little identification required. This led to an influx of imposter accounts posing as large companies, damaging their brands. A notable case was the imitation of Eli Lilly, a worldwide pharmaceutical company.
On November 10th 2022, @EliLillyandCo tweeted, “We are excited to announce insulin is free now.”
Some people responded cautiously to this announcement due to the casual delivery of what many would consider a milestone in healthcare. Others considered the verification symbol as a symbol of legitimacy, causing Eli Lilly’s stock to drop by over 4%.
The damage was done before X had the chance to take the post down.
Are you thinking twice about using X to promote your brand? Cases like this create the fear that a business’ brand image will be damaged. Paid verification makes it easy for impersonators to slip through the cracks and a single fake tweet can do severe damage.
The Eli Lilly incident was a wake-up call for X. Since then, X has adjusted its verification system, adding gold and grey identifiers to the platform. These symbols highlight official organisations and government/multilateral organisations, respectively. Since then, users have also become more sceptical, learning to double-check information rather than blindly trust a blue checkmark.
Blocking blocked
Another significant change is the removal of the block feature. On most platforms, blocking someone will stop them from seeing your activity while not letting them interact with you. It’s an important feature that protects users from online harassment, which is why it’s a requirement in certain places.
This can create issues for brands using Twitter to build a positive brand image. Any disgruntled customers or critics can now air grievances whenever they want. If someone feels like they’ve been ‘wronged’ by a brand, you can expect them to leave confrontational, accusatory responses to every tweet. This creates harmful noise around your brand, and you have no way to drown it out.
Should your brand have a presence on X?
Using X for marketing comes with significant risks and some potential benefits.
The platform’s algorithm-driven ‘For you’ page allows you to reach new audiences beyond your existing followers. If you’re okay with shifting your demographic, this can help you build a large, cult-like brand following.
Sure, the algorithm might push your content in front of fresh eyes but it’s just as likely to throw you into the same feed as conspiracy theories and crypto scams. Features that used to make the platform functional – like reliable verification and blocking – have been paywalled, broken or scrapped entirely.
While X can still be a viable marketing tool, brands should approach it with caution, weighing the potential exposure against reputational risks.
