Is X Dead?

So, considering the controversial nature of X’s new owner, it’s no surprise that companies have been dropping off the platform, struggling to reconcile their professional brand positioning with such a divisive figure. Since buying Twitter, Elon Musk has made decisions around the company leadership, content moderation, changes to the blocking feature and adjustments to certain features for the paying subscription model, among other changes. Considering that Twitter was once a platform for public figures and reputable brands to communicate online and debate current affairs, specific changes like the removal of the verification system from the free version of X, which is now reserved for the paying subscription model of X, have led to a distrust and alienation among public figures and brands looking for an authentic online space. 

When it comes to authentic online spaces, X has rocked the boat with its changes to content moderation. There has been a relaxation of moderation policies on X surrounding issues such as COVID 19, crises and election integrity. The adjustment to such moderation policies has caused fear among users concerning misinformation of health information and election claims. There has also been a shift in X’s stance towards transgender harassment and hate speech, with the removal of rules against misgendering and deadnaming (calling a transgender person their original name). X has also changed the platform’s blocking features, meaning that blocked accounts can still see the content of those who blocked them, causing questions of user safety. 

However, X has maintained bans on explicit violent speech and intensified efforts against child abuse. The latter has included a broadened scope of abuse, which now addresses physical abuse as well as sexual abuse. X has also eliminated the posting and sharing of non-sexualised depictions of nude minors in artistic, educational or scientific contexts. These stricter rules have been enforced by the use of AI and automated systems to detect and remove child exploitation content. Following these changes, X has reported an increase in account suspensions related to coordinated harmful activity aimed at minors. 

Despite the intensification of rules surrounding violence and child abuse on X, there has nevertheless been a significant drop in users and ad spend on the platform since Musk’s acquisition. Advertisers apparently spent almost $744 million on X during the first six months of 2024, which is about 24% lower than the $982 million advertisers spent on the platform in the first half of 2023, according to MediaRadar. This decline in ad spend can perhaps be attributed to the rapid shifts in platform dynamics since Musk’s ownership. Where companies before trusted the non-biased and moderated landscape of Twitter, the fast-moving changes to policies and the handling of misleading information has caused users to withdraw. And that is not to mention the controversial persona of the owner himself and the potential loss of reputation by association. 

In conclusion, X has undergone numerous significant changes since its acquisition by Elon Musk. This has resulted in confusion and mistrust among users, as they struggle to get to grips with new and shifting policies and the resulting credibility loss and brand erosion that has occurred. Is X still fit for purpose as a business communication tool? Or is it just a platform for misleading news and disinformation? 

What are your thoughts on the future of X? Share in the comments below!