More advertisers abandon X by 2025
More than a quarter of advertisers (26%) on social media platform X plan to cut spending because of concerns about the social media platform’s content and trust in the information disseminated, new global research shows.
A new publication from Kantar shows companies do not want to see their brand name appear on X.com for the time being because of the ongoing issues with content moderation. The market researcher asked decision makers about ad budgets about their plans toward Twitter toward 2025. Those turn out not to be so favourable to owner Elon Musk, who saw the valuation of his personal shoutbox shrink by at least 72% since the acquisition.
Only 4% of advertisers still considered X.com a safe environment for their brand. A year ago, that figure was 39%. The term ‘safe’ in this context means that the environment where their ads appear does not damage the brand through inappropriate or inferior content. For example: next to a video of a Tesla burning, a commercial for green transport is not really appropriate.
Twitter had about 360 million active users in August 2024, according to Statista. Meta competitor Threads sits at around 190 million users. The banning of X in Brazil hasn’t led to the kind of outcry Musk would have hoped for as the user base migrates to Bluesky.
Musk has indicated in the past that he prefers to support free speech rather than befriend advertisers. Still, he took the stage at the Cannes advertising festival to appease his listeners. Then again, X CEO Linda Yaccarino sued a group of major advertisers in early August because she believes they illegally shut out her employer.
Since Twitter is no longer listed on the stock exchange, there are no official figures on its finances.
The platforms ranked highest in the Kantar survey are: YouTube, Instagram, Google, Netflix and Spotify. Among consumers, they are, also in order from high to low: Amazon, TikTok, Instagram, Google and Netflix.
Subscribers 0
Fans 0
Followers 0
Followers