Since Twitter’s – now X – takeover from tech billionaire Elon Musk, advertisers and marketers are closely following the changes introduced to the platform’s operations and cautiously evaluating their future business dealings with it. As Musk let go of X’s top advertising professionals and executives, the ad industry responded with caution. For instance,
, released communications to their clients with recommendations to suspend spending on X for the time being. In 2022,
reached 4.7 billion U.S. dollars. With the changes around the platform’s operations, such as plans to decrease content moderation, the restructuring is expected to backfire and undermine the company’s gains in the future, as advertisers will likely take their business elsewhere in fear of damage to
Marketing on X: usage and engagement rates
X is not frequently mentioned in the same breath as Facebook or Instagram when it comes to social media marketing. While
X’s ad revenue and the
number of monetizable daily active X users (mDAU) have both been growing for the better part of a decade, neither of these figures measures up to the metrics reported by other social media giants. One reason for the lack of enthusiasm about Twitter as a marketing destination could be the platform’s very design and primary usage. At its core, Twitter is a source of news, information, and exchange of ideas, rather than a place where online users go for inspiration or brand discovery. Less than 25 percent of recently surveyed industry specialists stated
plans to increase marketing activities on X, while over 60 percent looked to boost Instagram and YouTube usage in the future. This growing divide between the social media champions is already reflected in X ads’ costs-per-click (CPC), which are significantly lower than that of Facebook, Instagram, YouTube, or LinkedIn. Advertising on X is comparatively cheap, and even though the company continues to widen the variety of marketing opportunities on the platform (offering promoted ads, interactive polls, trend takeovers, and X watch parties),
X’s ad engagement growth has visibly receded.
X's competitors seize social media marketing momentum
In today’s competitive digital marketing space, two platforms are ahead of the game. Facebook has maintained its spot as the
most-used social media platform among marketers for many years, offering businesses the chance to promote their products and services to billions of consumers from around the world. Not only does Facebook have by far the largest number of users among all social networks, but the California-based business is also among the three most visited websites worldwide, making
Facebook marketing an essential part of marketers’ playbooks. But while the platform’s appeal among (young) audiences is beginning to fade, Facebook’s subsidiary Instagram continues to blossom. The photo and video-sharing app has become a true
social media marketing sensation, as it allows brands to promote and users to shop via various formats. Instagram has also propelled the influencer marketing movement, a particular branch of social media marketing that Twitter is not synonymous with.
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