Does Staying on X Damage Your Brand?
Over the past year, we’ve noticed a fascinating shift in the digital landscape. More and more small to medium business owners are making the bold decision to cancel their company accounts on the social platform X, formerly known as Twitter.
At The Consult Centre Ltd, we pride ourselves on keeping a finger on the pulse of social media trends, and this particular shift really got us reflecting. Why are businesses leaving the platform in droves? Could it be linked to Elon Musk, X's controversial owner? Has his leadership turned what was once a thriving digital marketplace into a hostile space for brands?
Here, we will take a reflective look at both sides of this complex issue—exploring the claims that Elon Musk has made X a negative place for businesses, while also considering counterarguments.
Why Businesses Are Leaving X
For many small businesses, maintaining an active presence on social media is no longer just an option—it’s a necessity. Platforms like Instagram, Facebook, and LinkedIn act as virtual shopfronts, marketing tools, and customer support desks, all rolled into one. Yet X, once a key player in this mix, appears to be rapidly falling out of favour.
1. Elon Musk's Personal Behaviour
A recurring sentiment we’ve come across is that Elon Musk's personal actions and public commentary have made X a place many businesses no longer feel comfortable aligning with. Musk is known for his provocative statements on topics ranging from global politics to conspiracy theories. When the owner of a platform is as controversial as he is, it inevitably reflects on the brand itself.
Over recent months, Musk’s comments about British politics and policies have sparked particular outcry. One incident that was difficult to ignore was his criticism of high-profile British political figures and his sharing of inflammatory views. To many, this has shifted X's atmosphere from lively debate to divisive rhetoric. For brands that value neutrality or inclusivity, being associated with such a polarising figure can feel like walking on eggshells.
2. Troll Culture and Toxicity
Under Musk's leadership, many users report that X has become more toxic. According to some, the platform now feels like a playground for trolls. Weakening content moderation policies may have played a role in this shift. From harassment to misinformation, businesses are understandably concerned about the repercussions of being active on a platform where negativity is so prevalent.
For SMEs, in particular, the reputation risks are high. A single negative interaction can snowball into a PR crisis. Why take that chance when friendlier alternatives exist?
3. Decline in Practical Value
Once known as a hub for real-time updates and viral conversation, X now struggles to compete. Businesses are increasingly finding that its return on investment just doesn’t justify the effort. With organic reach reportedly down and the impact of paid advertising questioned, it’s easy to see why some companies prefer to focus their attention—and ad spend—elsewhere.
The Potential Case for Staying
Of course, it would be simplistic to suggest that businesses should universally steer clear of X. While there’s no denying its challenges, it’s worth asking whether businesses could still find value on the platform—if used strategically.
1. Huge User Base
X still boasts millions of active users worldwide. For some industries, this audience can be too valuable to ignore. While Instagram and TikTok are known for their younger demographics, X often attracts a diverse age range, including professionals and decision-makers. Businesses targeting these audiences might struggle to replicate that reach elsewhere.
Furthermore, X offers a unique formula as a space where news breaks instantly and conversations often dominate the cultural zeitgeist. For companies with a strong sense of brand voice, this can present opportunities to stand out.
2. A Platform for Direct Engagement
Despite its challenges, X remains a platform of unparalleled immediacy. Businesses can hold direct conversations with customers, address concerns, and build rapport in a way that might be slower or less personal on other channels. Brands known for good customer service might still see X as a space to shine—albeit with caution.
3. Standing Apart from Competitors
With many businesses jumping ship, those that choose to stay could, in theory, differentiate themselves. Much like maintaining a physical presence in an unexpected location, staying on X might allow companies to scoop up untapped opportunities. The question, of course, is whether the risks outweigh the potential rewards.
Does Staying Damage Your Brand?
For small to medium business owners, this is the crucial question. We’re living in an era where authenticity and values matter more than ever. Customers scrutinise brands not just for the products or services they offer, but for the ethos they represent.
For some, continuing to operate on X sends the wrong message. If a platform’s overall image no longer aligns with a brand's values—especially a brand that values inclusivity, community, or progressive ideals—then staying active can indeed be damaging.
However, others might point out that the narrative surrounding X is more nuanced. After all, businesses don’t necessarily endorse a platform or its owner by simply existing there. The key lies in how a brand uses the space. By posting responsibly, taking stands on key issues, or even directly addressing some of the controversies, companies could theoretically turn perceived risk into an opportunity for authenticity.
What Should Businesses Do?
For businesses deliberating over whether to cancel their X accounts, the first step is reflection. Here at The Consult Centre, we always advise our clients to ask these key questions before making a big decision about social media strategy:
Who is your target audience? Are they still active on X?
Does using X align with your brand’s core values?
Are there comparable benefits to be found on other platforms?
Do you have the capacity to mitigate potential risks associated with using X?
For businesses that decide to stay, tread carefully. Curate your content to reinforce your values, keep an eye on interactions, and don’t be afraid to block or report abusive accounts to protect your online space.
For those opting to leave, remember that a good multi-platform strategy ensures you’re not overly reliant on any single platform. Invest in diversifying your online presence—whether that’s through Instagram, LinkedIn, TikTok, or even your own website and email marketing strategies.
Final Thoughts
Elon Musk’s acquisition of X has undeniably caused ripples across the social media world. For some small to medium business owners, his leadership has introduced concerns about the ethics, value, and image associated with the platform. While businesses leaving X in search of greener, friendlier pastures is understandable, it’s equally true that with strategic management, some brands could still find opportunities amid the chaos.
The ultimate decision will rest on questions of values, audience, and brand positioning. Whatever you decide, know that it’s okay to adapt and evolve as the digital space continues to change. At The Consult Centre, we’re here to help guide you through your social media strategy and ensure that, wherever you choose to hang out online, your business thrives.
What’s your take on the issue? Are you sticking with X, or have you already waved goodbye? We’d love to hear your thoughts—feel free to get in touch or leave a comment!
