Navigating the Great X-odus: Brands Weighing the Risks of Departing Twitter

On March 21, 2006, Twitter—now rebranded as X under Elon Musk—was introduced with the first tweet from founder Jack Dorsey. Quickly becoming a cultural phenomenon, businesses sought to capitalize on the platform’s unique features that allowed for direct engagement with users. However, since Musk’s $44 billion acquisition in 2022, significant shifts in the platform’s culture, including a rise in hate speech and controversial political interventions, have prompted many brands to reconsider their presence on X.

Concerns over the platform’s content have fueled what is termed ‘the great X-odus,’ with major firms like Apple, IBM, and Disney pausing their advertisements due to growing dissatisfaction with the platform’s environment. Events such as increased antisemitic posts and contentious political statements have diminished the platform’s attractiveness for those seeking to align their brands with positive cultural moments. Research highlights a decline in the platform’s relevance, and the sentiment toward Musk’s influence remains polarized, especially in the UK, where only 16% of the public believe his actions seek justice, compared to 44% thinking they’re driven by self-interest.

Various organizations, like the German football team FC St. Pauli and BMW UK, cite a loss of brand value and cultural integrity in their reasons for leaving. While some brands find X essential for real-time customer engagement—like the Massachusetts Bay Transportation Authority—many face a tough choice between staying on the platform or exiting to protect their reputation. Ultimately, the decision to stay or go reflects the broader socio-political implications, showcasing the delicate balance brands must maintain in navigating the changing landscape of social media.