Page 40 - INSIGHT MAGAZINE_April2025

BRIAN'S BLOG

‘X’ may no longer mark Advertisers’ confidence eroded
As a result, she says those who thrive on hate
mongering and perpetuating conspiracy theories
the spot for businesses have clearly found a home on X thanks to Musk’s
decision to overhaul content moderation policies.
Under previous management, Twitter maintained
strict guidelines to ensure a safer environment
for users and advertisers. However, Musk’s
looser approach has made some companies
wary of associating their brands with potentially
controversial or harmful content.
Additionally, changes to the verification system—
It has been nearly two decades since These concerns, coupled with strategic transitioning from a badge earned through
Twitter began to take shape in 2006 and missteps, have led some businesses to authenticity to one purchased through Twitter
quickly gained traction resulting in more leave the platform entirely or significantly Blue subscriptions—have muddied the waters for
than 100 million users producing 340 reduce their advertising spend. users and advertisers alike. The proliferation of
million tweets daily by 2012. “None of the businesses I work with are impersonation accounts and disinformation has
made it challenging for brands to trust the platform
Seen initially as a great tool for businesses using X right now because it just doesn't as a reliable advertising space.
to promote their brands and messaging, the seem like a credible platform and they
platform has undergone dramatic changes don't want to be associated with that right Despite these challenges, X retains some unique
since billionaire Elon Musk’s takeover of X now,” says social media expert Ashley advantages thanks to its real-time, text-focused
(formerly Twitter) in late 2022, that has left Gould, owner of Cinis Marketing. “I think format which remains unmatched for breaking news
businesses and advertisers re-evaluating the premise of what Elon Musk was trying and direct communication. As a result, Ashley urges
their presence. to do originally by opening it up with a businesses not to delete their X accounts just yet.
His vision for X as a “free speech” platform huge emphasis on freedom of speech was Re-evaluate social media platforms
has been polarizing, with critics pointing to meant to try and make it a safe space for “But I wouldn't utilize it either because it actually
the rise in hate speech and misinformation. everybody. The problem is we all don't could decrease your credibility if you're on there
share the same opinions and we don't because people may make the assumption that
share the same beliefs.” you're ‘enjoying’ the drama.”

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