Should You Stay or Should You Go?

As the ‘Xodus’ from Elon Musk’s X (formerly Twitter) continues to gain momentum, many businesses brands are questioning their place on the platform. Recent controversies, such as Musk’s involvement in the US elections and decisions regarding content moderation, have intensified the debate over whether to stay or leave. With major players like Apple, Disney, World Bank, Coca-Cola, IBM, and more recently The Guardian choosing to exit, it raises questions for others: should your business, organisation or charity stay on X or move on?

Here’s a strategic breakdown of the key questions brands should ask themselves before deciding to leave X – or stay the course.

1. Are Brands Leaving X for Good?

Yes, some are, and high-profile exits are becoming increasingly common. Concerns over toxic content, misinformation, and reputational risks have prompted many brands to disengage. However, decisions to leave should be based on data rather than purely on sentiment or social pressure. Brands must evaluate the value they still derive from X. Are engagement metrics like reach, clicks, or conversions still positive? If so, leaving might be premature. An example of this is tech giants like Microsoft, which has opted to maintain a presence while reallocating their advertising spend elsewhere.

Past controversies on social platforms—such as Facebook’s 2018 Cambridge Analytica scandal—have shown that significant shifts in user trust and behaviour can be long-lasting. According to a Pew Research Center survey, public trust in a platform can take years to rebuild following privacy breaches or other controversies. Organisations should use tools like SocialPilot’s analytics to gain a clearer understanding of audience loyalty and shifting engagement patterns, rather than relying solely on headlines.

2. Where Should Brands Go Instead?

There is no one-size-fits-all alternative. The best platform depends entirely on your audience and objectives. Here are some leading options:

• Bluesky: Bluesky’s decentralised model and backing from Jack Dorsey make it appealing, but it remains in beta and faces scalability issues. It’s a great option for early adopters and brands wanting to test a new frontier in social media, but it’s not yet mainstream.
• Threads: Threads’ integration with Instagram provides a natural advantage for brands already invested in Instagram’s ecosystem. Fashion brands like Nike have found success with cross-platform campaigns involving Threads, highlighting its ability to complement visual storytelling.
• Mastodon: Mastodon’s decentralised nature is both its strength and its weakness. It has thrived in niche communities, especially those that value privacy. Brands focused on specific segments, like Greenpeace, have found a niche audience here. The drawback is that Mastodon’s fragmented structure requires more effort to navigate effectively.

3. Is Bluesky a Game-Changer?

Bluesky has recently been hailed as ‘the next big thing,’ but that remains to be seen. It’s weak on content moderation, audience scalability, and customer support, and is often perceived as a simplified version of Twitter. Until these challenges are addressed, brands should consider Bluesky a test-and-learn opportunity rather than a primary social media channel. It might be worth experimenting with, but Bluesky is not yet ready to handle mass-scale brand marketing efforts.

4. Is Threads Struggling?

Threads experienced a strong launch but hasn’t quite maintained that momentum. However, it still offers unique opportunities for visual content and community interaction, especially when integrated with Instagram’s features. Brands like McDonald’s, Channel 4, and Monzo have used Threads effectively to launch playful, conversational content campaigns, showing that success depends on leveraging the platform’s unique strengths. Threads has added 35 million users in November alone compared with Bluesky’s total user number of 25 million. Threads now has 275 million users in total – sources: Meta and Bluesky.

5. What About Established Brands with Large Followings?

For established brands with large followings on X, the decision to leave is far from straightforward. Maintaining a large audience on X might seem advantageous, but what’s crucial is engagement quality. Are interactions meaningful, or has the tone of comments turned predominantly negative? Coca-Cola, for example, no longer posts on X, focusing instead on platforms like TikTok and YouTube, where engagement metrics are more positive and brand sentiment is higher. Conducting a detailed social audit, using tools like Sprout Social or Brandwatch to evaluate metrics such as engagement rate, sentiment analysis, and audience growth, will determine whether your brand’s presence on X is worth maintaining.

6. Should Brands Stay to Promote Diversity of Views?

Brands committed to free speech and inclusive discourse may find value in maintaining a presence, but much of the free speech on X is hate speech. Alignment with brand values is what is important. If a brand’s presence on X risks being associated with harmful content or alienates core segments of its audience, the reputational costs may outweigh the benefits. A recent report from Edelman showed that 72% of consumers prefer brands that reflect their values, suggesting that if staying on X damages your reputation, it’s probably time to move on.

7. What About Crisis Communication?

Maintaining an account on X can be valuable even if it’s not actively used for regular posting. A verified but dormant account allows you to respond quickly to crises or significant news, providing an official voice when needed. During the COVID-19 pandemic, many healthcare organisations leveraged their Twitter accounts to address misinformation rapidly, proving the importance of keeping a verified presence even if activity is limited.

8. Key Considerations Before You Leave X

Before making any move, it’s essential to consider several factors:

• Audience Migration: Have you communicated with your audience about where they can find you on other platforms? You can update your X bio, make a final post, and make the announcement on other channels.
• Platform Analytics: Is X still providing significant referral traffic or driving conversions? Regularly review analytics tools to measure this.
• SEO Implications: Does X contribute to backlinks and drive valuable referral traffic? If yes, removing your presence could impact your SEO strategy.
• Social Listening: Even if inactive, using social listening tools like Brandwatch or Sprout Social and reviewing news feeds can help monitor conversations and mentions of your brand, enabling proactive response where necessary.

Final Thoughts

The decision to stay or leave X is nuanced and should be driven by data and a clear understanding of your audience. While some brands are exiting due to reputational concerns, others find value in maintaining a presence, albeit a quieter one. Understanding where your audience is migrating and which platforms are delivering the highest return on engagement is crucial.

Ultimately, organisations that stay adaptable – using data to inform decisions – will be better placed to navigate the shifting social media landscape, whether that means staying on X or establishing roots elsewhere.

To read more on this subject check out my interview for Media First – Is It Time to Join The Exodus?

Need help deciding or transitioning to a new platform? Get in touch for tailored social media advice.