Is X Still Relevant for Brands in 2025?

Since Jack Dorsey’s iconic “Just setting up my twttr” tweet in 2006, the platform now known as X has been a game-changer for real-time conversation and brand engagement. Yet, since Elon Musk’s takeover and the subsequent rebranding, the landscape of X has shifted dramatically.

Today, we explore the current state of X—including its user base, declining engagement, and analytics challenges—and discuss why an increasing number of brands are either pausing their advertising efforts or leaving the platform altogether. We’ll also take a closer look at promising alternatives like Threads and BlueSky.

The State of X: User Base, Engagement, and Declining Performance

X’s user base remains impressive on paper. Elon Musk recently claimed that the platform has about 600 million monthly active users, while official figures suggest the number is closer to 570 million. However, these statistics mask a deeper issue: a notable decline in organic engagement since Musk took over.

Recent research by Buffer has revealed that posts on competing platforms like Threads generate approximately 73.6% higher engagement compared to those on X. Since Musk’s acquisition, the platform’s shift towards a pay-to-play model—with detailed analytics and increased visibility reserved for premium subscribers—has led to a significant drop in organic reach.

On X, detailed performance insights are now locked behind a premium subscription. This change means that brands without access to X Premium are left with minimal data, complicating efforts to track campaign performance and optimise content effectively. The pay-to-play model is proving to be a significant barrier, particularly for smaller companies or those with tighter marketing budgets.

Moreover, users have noticed that the content feed is now cluttered with polarising and controversial posts, further diluting meaningful interactions. These changes have set the stage for brands to re-examine their investments on X.

The Great Exodus: Brands Pausing Ads and Leaving X

As engagement on X continues to decline, many brands are stepping back from the platform. Their strategies fall into two categories: some have halted advertising efforts, while others have completely exited.

Brands That Have Stopped Advertising

Apple, IBM, and Disney: These industry giants paused their advertising on X at the end of 2023. Their decision was driven by concerns over X’s evolving content moderation practices and an increasingly controversial environment.
Unilever and Mars: Although these brands have not fully abandoned X, they have faced legal action from Elon Musk—who accused them of engaging in an unlawful boycott of the platform. This legal scrutiny has led them to re-evaluate their involvement with X.

Brands That Have Completely Left X

FC St. Pauli: In 2024, the renowned German football club made headlines by completely leaving X. The club cited an overwhelming presence of hate content, antisemitism, and conspiracy theories as the driving reasons behind its decision.
BMW UK: Discomfort with X’s shifting tone and inconsistent policy changes led BMW UK to redirect its social media efforts to platforms like Facebook and Instagram.

These departures highlight a growing consensus among brands: despite its vast user base, X’s declining engagement and increasingly problematic content environment are pushing companies to explore other avenues.

Exploring Promising Alternatives: Threads and BlueSky

With X facing these challenges, brands are increasingly turning to alternative platforms that offer more robust engagement and transparent analytics.

Threads by Meta

User Base: Threads currently boasts 320 million active users (Meta, 2024).
Engagement: Posts on Threads enjoy 73.6% higher engagement compared to those on X, according to Buffer’s analysis (Buffer, 2024).
Unique Selling Points:
- Strong Organic Reach: Unlike X’s pay-to-play model, Threads provides a robust organic reach that doesn’t require extra investment.
- Ecosystem Integration: Seamless connectivity with Facebook and Instagram allows brands to leverage a broader network.
- User-Friendly Interface: Designed to facilitate engaging and interactive conversations that resonate with modern audiences.

BlueSky

User Base and Engagement: Although still emerging, BlueSky is estimated to have around 21 million active users. Early indicators suggest that the platform is steadily growing, particularly among brands seeking a more moderated and secure digital environment.
Unique Selling Points:
- Balanced Moderation: BlueSky aims to strike a fair balance between free speech and the need to limit hate content—a key selling point for brands sensitive to public image.
- Niche Community: Although its numbers are modest, BlueSky’s focused community can offer targeted and meaningful engagement opportunities.

Weighing the Pros and Cons: Should Your Brand Leave X?

Pros of Departing from X

Enhanced Brand Safety: Moving away from a platform increasingly associated with controversial content can help protect your brand’s reputation.
Higher Engagement on Alternatives: Platforms like Threads offer significantly better engagement metrics, leading to more impactful interactions with your audience.
Cost Efficiency: Avoiding the premium subscription fees for advanced analytics can allow for the reallocation of resources toward channels with higher returns.

Cons of Leaving X

Loss of an Established Audience: Despite its challenges, X still provides access to a vast and diverse user base, crucial for real-time updates and customer service.
Network Effects: Vibrant communities continue to thrive on X; departing might mean missing out on valuable niche conversations.
Impact on Customer Service: For brands that rely on quick, real-time interactions—such as transit authorities or emergency services—exiting X could reduce the efficiency of customer support operations.

Conclusion: A Nuanced Decision for 2025

X’s history and user base of approximately 570–600 million monthly active users speak to its past significance. However, the decline in organic engagement, the challenges posed by a restrictive analytics model, and the controversial content environment have led many brands to either pause their advertising or leave the platform altogether.

For brands, the decision to stay or leave X is far from clear-cut. If your audience still actively engages on X or your operations rely on its real-time communication capabilities, maintaining a presence might still be necessary. However, diversifying your social media strategy by incorporating platforms like Threads and even experimenting with BlueSky could safeguard your brand’s reputation and unlock new avenues for growth.

At Little Media Agency, we advocate for a proactive, multi-platform approach. Monitor your engagement metrics, remain flexible, and ensure your social media choices align with your brand’s values and strategic goals. In today’s rapidly evolving digital landscape, staying agile is key to staying relevant.

What’s your take on the future of X and the rise of alternative platforms? Share your thoughts in the comments below!