Since Elon Musk took control in October 2022, the platform formerly known as Twitter – and now renamed X – has been in the news. Between its decisions controversial, modifications substantial (such as increased monetization of content and the introduction of paid subscriptions to obtain certification badges) and the liberalization de some content regulations, many brands are questioning their presence on this platform.
So, Should we continue to invest there or leave to explore new horizons? ?
Why do some brands decide to leave X?
🛑 A risky environment
Since overhauling its moderation policies, X has been accused of allowing problematic content to proliferate, ranging from hate speech to biased information, conspiracy theories and fake news. This deregulation has led to a increased perception of reputational risks for brands, prompting many of them to reconsider their presence on the platform.
It all started with the departure of many media outlets, such as France Inter and Ouest-France. and more recently Le Monde, who denounced a hostile climate and an increase in online abuse. Quickly, certain political figures followed, like European parliamentarians or public figures refusing to be associated with a platform whose values are no longer in line with their own.
Today we are witnessing the final stage of this digital exodus: marks. Large institutions like Pasteur Institute or brands like MGEN have already taken a stand by announcing their departure, citing an environment incompatible with their commitments and values. This withdrawal of brands, often more cautious in their decisions, underlines the extent of the malaise and pushes communicators to question their own presence on X.
Statement by Matthias Savignac, President of MGEN, on the departure of X from the Group
Advertiser flight: a strong signal
According to a recent study by Media Matters, 50 of the platform's 100 largest advertisers reduced or completely stopped their advertising campaigns in the months following the acquisitionThis exodus of advertisers reflects a growing loss of confidence, not only due to controversial content, but also uncertain strategic decisions that impact the visibility and profitability of campaigns.
🔍 Focus: #HelloQuitteX, the movement that makes X tremble
The #HelloQuitteX movement, launched in November, calls on NGOs, institutions and communities to collectively leave X on January 20, denouncing an environment that has become toxic and dangerous for democracy and the mental health of users. According to the initiators, such as mathematician David Chavalarias, X's algorithm favors controversial and extremist content, while the platform, after this date, will no longer be held accountable to justice. To support this departure, alternatives such as Mastodon and BlueSky are being put forward, offering spaces deemed safer and respectful of democratic values.🎯 A less qualified audience
Another major challenge: while the number of monthly active users remains high, the most qualified audiences – those who participate in strategic or B2B conversations – could migrate to alternative platforms like LinkedIn or Threads, leaving X with an audience that is no longer fully aligned with the brands' goals.
Why staying on X might still make sense?
🌍 Unmatched global reach
Despite its upheavals, X still benefits with a strong global reputation and a great ability to generate conversations. With its 368 million active users in 2023, it is a platform that, when well-exploited, can continue to offer immediate visibility and strong engagement potential. For some brands, particularly those with modest communication budgets, X remains an accessible lever to address their audience directly.
❓ A competition still groping
If alternatives to X, such as Threads, ou BlueSky, emerge as possible challengers, They are still struggling to replicate the ecosystem of microblogging and real-time interactions that X offers.. For communications professionals, it is best not to abandon the platform completely until these competing options are proven.
🔑 3 keys to an informed decision: align your strategy with your brand values
1️⃣ Know your audience, anticipate their expectations
Before deciding to leave X, it is crucial to take the pulse of your audience. Is it still present and engaged on the platform? Analytics are your best allies to measure interactions, identify disengagement trends and assess whether the platform remains a relevant lever for your strategy. If your community is migrating to other channels more in line with its expectations and your objectives, it may be time to redirect your efforts.
2️⃣ Don’t be locked into one channel, take an omnichannel approach
Leaving X doesn't mean cutting ties with your audience. The key is to smart diversification strategy, combining the strengths of multiple platforms to maintain a strong and relevant presence. LinkedIn for expertise and B2B, Instagram for emotion and visual storytelling, Threads for spontaneous conversations… while maintaining, if necessary, a minimal and strategic presence on X for monitoring and crisis conversations. The important thing is to ensure a overall consistency, without depending on a channel that is losing momentum or out of step with your image.
3️⃣ Be honest and aligned with your brand values
The real challenge for brands today is to stay true to their values while facing a changing digital landscape. X, once a symbol of conversation and influence, now conveys a controversial image, even out of step with the commitments of many companies. Withdrawing from the platform becomes a strong act, a way of staying in tune with one's convictions and preserving one's integrity.
However, staying on X does not necessarily mean endorsing its excesses. Every brand must honestly assess its presence: is it still relevant or is it starting to create discomfort internally and among its stakeholders? The main thing is to be consistent and transparent. on the reasons that motivate your choice, whether to leave or to adapt your use of the platform. Brands that remain must be extra vigilant by defining clear rules and remaining attentive to developments on the platform.
It is not a binary choice, but a question of alignment and honesty. Leaving X means taking a clear position. Staying there means doing so consciously and with a well-defined strategic framework.
What does the future hold for X?
The future of X remains unclear and full of contradictions. While the promise of a "super app" integrating messaging and payments seems to be on hold, the arrival of Grok, the home-made generative AI, is rekindling debates on content moderation and the dissemination of information. Between the freedom of expression demanded and growing concerns about the proliferation of toxic content, brands are hesitating : stay to maintain the connection with their audience or leave to preserve their image? One thing is certain, X is at a turning point, and communicators must more than ever reevaluate their strategy, ensuring that digital presence and brand values are aligned.
X's question is part of a broader debate about the future of social media. With growing concerns about the content moderation, algorithm ethics and data sovereignty, other platforms like LinkedIn, Instagram or TikTok could in turn be faced with the same challenges. Brands and users, in search of more transparency and accountability, might be tempted to explore alternatives more in line with their expectations and values.
For further…
Want to discuss this with other communicators? Register at next meet-up of the We Are COM Club which will have as theme “X: Leave? Stay? Explore?” on Friday, February 14, 2025.
