When Elon Musk acquired Twitter in late 2022, it signalled the start of a transformative era for the platform — but not all changes have been welcomed. Rebranded as “X” in 2023, the platform has seen shifts in functionality and perception, leaving many organisations to ask: is it still worth staying?
Here, we explore the challenges businesses and organisations face on X, highlight some positives, and consider whether it’s time to rethink your presence on the platform.
A Shift in Verification
One of the most talked-about changes under Musk’s leadership was the overhaul of the verification system. Once a badge of authenticity reserved for notable individuals and organisations, verification now comes with a price tag, available to anyone subscribing to X Premium (formerly Twitter Blue).
This shift has caused confusion, with the iconic blue tick losing much of its credibility. Fake accounts and bots proliferate, making it harder for businesses to stand out and build trust with audiences. Many brands have found themselves forced to spend more on advertising to maintain visibility amidst the noise.
Bots, Bots and More Bots
Since the takeover, X has seen an increase in bot accounts, further diminishing the platform’s reliability. These fake accounts clog up conversations, making it harder for businesses to foster genuine engagement. The influx of bots and spam not only frustrates users but also creates an environment where organic reach is significantly reduced.
The Cost of Visibility
With these challenges in play, X has become a platform where paid ads are often the only viable route to visibility. Organic reach has taken a hit, leaving organisations with little choice but to increase their advertising budgets. For smaller businesses and charities, this can make the platform an unsustainable option compared to other social channels where organic strategies still deliver results.
Declining User Base
Perhaps the most telling sign of X’s struggles is its declining user numbers. Following the rebrand in 2023, the platform experienced a 15% drop in monthly active users, according to Demand Sage. This decrease not only limits the audience businesses can reach but also raises questions about the platform’s long-term viability.That being said, it remains the 12th most popular global social network.
What Are the Positives?
spite its challenges, X still offers some benefits for businesses. The platform’s fast-paced nature can be ideal for breaking news, real-time updates, and customer service interactions. Brands with established audiences may still find value in engaging with loyal followers and using tools like Twitter Spaces to host live conversations. Additionally, niche communities continue to thrive on X, providing opportunities for targeted messaging.
For organisations willing to invest in paid advertising, the advanced targeting options on X remain a strength, helping businesses reach specific demographics and track campaign performance.
What Next?
Reassessing your social media strategy doesn’t mean leaving X altogether — but it’s worth considering where your time and budget will have the greatest impact. As the platform continues to evolve, businesses must adapt to ensure they’re investing resources wisely and connecting with their audiences effectively.
Get Help from the Social Media Experts
At Media Village, we understand that effective social media management is about more than just posting updates. It’s about crafting strategies that resonate with your audience, engaging content that sparks conversation, and driving results that make a real difference to your business.
If you’re looking for a dedicated team to take your social presence to the next level, we’re here to support you every step of the way. Whether you need help with strategy development, content creation, or community engagement, our social media marketing agency has got the expertise to make it happen
Ready to boost your social media game? Get in touch with us today, and let’s start a conversation about how we can help your brand thrive online.
