By Phoebe Dixon, Social Media Account Director, 26PMX
One year on from the rebranding of Twitter, brands remain unsure of whether the platform is still adequate for their social media needs.
While X has the advantage of being one of the most popular and influential social media platforms in the world, the erratic behaviour of Elon Musk following his purchase of the company initially scared many advertisers away, with half of Twitter’s top 100 advertisers pulling out of the platform.
The relatively recent rebranding to X.com and subsequent struggle to acquire ownership of the domain, was controversial and rife with challenges. Twitter had established a powerful brand identity with terms like “retweets” and “tweets” becoming part of everyday language.
So, by scrapping the Twitter brand, a significant part of the platform’s identity was lost.
Additionally, the rollout of Twitter Blue, later renamed X Premium, faced significant criticism. Many perceived the introduction of various subscription tiers and the associated badges as confusing and poorly executed.
Users and brands alike felt the need to clarify that they had not paid for the blue tick, as it became a source of embarrassment rather than a mark of authenticity.
For some brands, verification on Twitter was immensely valuable, providing access to enhanced platform functionalities that were crucial for their operations. For others, it symbolised prestige and credibility.
However, when the verification system was opened to allow anyone to purchase the blue tick, its value diminished. The exclusivity and trust once associated with verification was undermined, leading to a devaluation of its significance.
Because of this, despite the platform ‘calming down’ in the past six months, many brands remain hesitant to fully commit (or re-commit) to X.
Consequently, the question remains: how can brands determine whether X is still the right platform for them?
The community still exists
The value of X for brands largely depends on what they seek.
While it remains the fastest platform for social updates, X isn’t the best choice for driving traffic to your website or generating direct sales. It takes a lot for someone to click away from the platform.
However, if the goal is to build conversations and engage with an audience, being active on X can be a real asset.
Despite recent controversies and changes, it remains home to several large, active communities, providing a substantial audience for those whose target demographics align with the platform.
Experimenting with your communication style can help determine what resonates best, given that the tone of voice on the platform has remained relatively consistent despite the rebranding.
Depending on your business goals, you might need to adjust your tone to fit the informal and conversational style that contributed to Twitter’s initial success.
Similarly, X also serves as an excellent platform for customer service.
Brands needing robust customer service functionality can thrive here, utilising the platform primarily for responding to customer inquiries and resolving issues without needing to post regular updates. This focus allows businesses to maintain a presence and offer valuable support without the pressure of continuous content creation.
Regardless, when considering the value of being on X, it’s crucial for brands to evaluate their audience and ensure it aligns with the platform’s demographic and size.
If it doesn’t, then X might not be the best site for them.
Uncertainty is always going to exist
But uncertainties are always going to exist while Musk owns X.
From a paid perspective, we could see limitations arise if certain features go behind paywalls or disappear altogether.
And it’s completely understandable for businesses to question the point of investing time and resources into a platform that could change or cease to exist with little to no notice.
But uncertainty is an inherent part of any social media platform. Businesses need to have internal discussions around their approach, especially concerning what to do in case potential paywalls and other changes arise.
For those businesses that are well prepared and with the capacity to engage, there are significant benefits in putting in the effort:
Market research and insights: X is a valuable tool for gathering real-time insights and feedback from customers. Brands can monitor conversations about their industry, competitors and products, allowing them to stay informed about trends, customer preferences and potential areas for improvement.
Influencer and community engagement: X is a hub for influencers, thought leaders and active communities. Brands can collaborate with influencers to amplify their message, join relevant communities to build relationships and participate in industry discussions to establish authority and credibility.
Advertising opportunities: Unlike some of X’s competitors (such as Threads), the platform offers a range of advertising options, including promoted tweets, trends and accounts, which can help brands reach their target audience more effectively.
Trend participation: By participating in trending topics and using popular hashtags, brands can gain visibility and engage with a broader audience. This can help increase brand awareness and demonstrate that the brand is current and in tune with popular culture and industry trends.
Cost-effective marketing: Compared to other advertising and marketing channels, X can be a cost-effective way to reach a large audience. Organic growth through engaging content and strategic use of hashtags can yield significant results without substantial investment.
Over the past year, we’ve seen several brands remove themselves from X and not return. Despite the large audience and potential for engagement, the uncertainty and unpredictability associated with the platform makes it a complex decision for brands considering whether to maintain or establish a presence.
What’s undisputed though is X’s unparalleled ability to foster real-time conversations and engage with large active communities.
While the platform has faced challenges and uncertainties under Musk’s ownership, the potential benefits of being active on X are significant.
From leveraging market research and insights to participating in trend-driven discussions and influencer collaborations, X offers unique opportunities for brands to amplify their message and connect with their audience in meaningful ways.
Despite the inherent unpredictability, savvy brands that strategically navigate the platform can reap substantial rewards in terms of customer engagement, brand awareness, and cost-effective marketing.
Ultimately, the decision to remain on X should be guided by a thorough evaluation of the platform’s alignment with a brand’s goals and target demographics, ensuring that the benefits outweigh the risks in an increasingly unpredictable social media landscape.
