Social media helps us connect with loved ones, entertain, market businesses, and sell products. Despite the many benefits, there has also been a growing concern over data privacy and surveillance on social media. Most social media platforms require users to provide their data, raising concerns about how they use it.

The concerns over data privacy and surveillance have seen the U.S. government threatening to ban TikTok. Similarly, Facebook has also been accused of sharing user data. While governments are taking the necessary steps to protect users, these steps may not be enough to secure your data. In this article, we will look at whether these concerns are valid and give tips on what you can do to protect yourself.

The Risk of Sharing Personal Information on Social Media

Whenever you open a social media account, you must provide your name, date of birth, phone number, etc. While providing this data may seem like a simple step, it also comes with various risks, such as:

• Increasing susceptibility to hacking. A common social media challenge is that cyber criminals and scammers can mine your data from your profile. This information can then be used in social engineering techniques to perform roles such as guessing login credentials or cyber-attacks.
• Risk of phishing. Social media often encourages strangers to interact with one another, which hackers usually exploit to make phishing attempts. For instance, hackers can send unsolicited messages on social media requiring the user to send their details for a chance to win a prize.
• Real-time location tracking. Social media users often pin their location when posting content on social media. When this is done in real-time, it can be particularly dangerous as it can be used to track the real-time location of social media users. For instance, thieves can use the information to figure out when you are in a restaurant and break into your home.
• Data mining risk. One reason there is a lot of concern over social media data privacy is that many platforms use the data for their operations. For instance, they use the data to analyze customer behavior, determine which ads to show them and customize their services to the user's needs. Social media sites can do whatever they want with the collected data, such as email addresses, dates of birth, and more. Sometimes, these platforms have been accused of selling this data to third parties.
• Risk of identity theft. Cybercriminals can harvest information about a person through the data collected on social media networks, raising the risk of identity theft and credit card scams.
• Loss of job opportunities. Nowadays, it's common for potential employers to perform background checks on a candidate on social media before they can hire them. That means social media compromises users' privacy in a way that can impact people's careers.
• Cyberbullying risk. People intending to bully or stalk others can do so on social media. This has resulted in many people suffering from mental health problems, especially teenagers. There is a growing concern about the effect of social media on mental health.
• Doxing risk. We saw earlier that your data can be mined on social media. Malicious people can later release data, such as private videos and pictures, to the public without your consent. This can leave you in an embarrassing situation or even damage your reputation, as the videos can be captioned incorrectly. In recent years, we have seen an increase in cases of cyberbullying on TikTok.
• Data exposure loopholes. No matter how strong your privacy settings are on social media, people can still share the content of your tag. That provides a loophole for your data to get exposed.
• Sharing of data with third parties. Many social media platforms require users to accept that their data will be shared with third parties. This data is then used for things such as targeted advertising. Therefore, social media users should read and understand the terms before registering.
• A permanent digital footprint. An old saying goes that "the internet doesn't forget." Even when you delete your content, such as comments, photos, and links, the platform where it was published retains this data. That's why you need to consider the implications of posting something before doing it.
• Chances of malware attacks. Social media platforms are a good breeding ground for cybercriminal attacks. For instance, hackers often send malware through users' private inboxes. Once they open the message, they become vulnerable to the attackers.
• Addiction risk. Social media platforms try to keep users hooked to their platforms for as long as possible. They use the data to determine the content you will likely keep watching and, therefore, continue to send you more of it. This raises the possibility of addiction.
• Spread of misinformation on social media. Many social media platforms cannot stop the spread of misinformation, making them breeding grounds for propaganda and false information. This has become a common problem, and it is now getting harder to distinguish the facts from the fiction on these platforms.

Risk of Privacy Concerns For Social Media Platforms

On top of users, social media platforms may face the following challenges as a result of not securing their data: These include:

Legal and Compliance Issues

Social media platforms that do not protect user data can face serious legal consequences. They may face substantial legal claims and heavy fines for not safeguarding user data.

Disruptions to Their Operations

A security breach can result in significant downtime for a social media platform. Recovering from the breach, restoring systems, and implementing new security measures can be time-consuming, affecting revenues and productivity.

Lack of Trust

Privacy violations and data breaches on social media can erode user trust, negatively impacting business success. Users may become wary of sharing their information on these platforms.

Common Data Collected By Social Media Platforms

To protect yourself from data privacy issues, you must understand them. You should begin by understanding the kind of data that often raises these concerns. This will enable you to determine the type of information to share and how you use these networks. At times, you don't even need to share this data. The platforms will collect the data whenever you use them. 

For instance, cookies often track users' activity, the sites they visit, the information they share on their profiles, and the products they buy online. Social media platforms often share this data with third parties as it is helpful for advertising. Some of the information that hackers can harvest from social media platforms are:

• Relationship status
• Employment history
• Gender
• Religious affiliation
• Age
• Email address and phone number
• Current location or hometown
• Check-in locations and geotags
• Interests
• Hobbies
• Personal updates, shared photos, and links
• Social media engagements

This data is often used to create a personalized experience for the user. However, it can sometimes fall into the wrong hands of hackers, putting social media users at risk.

Social Media Surveillance Concerns

Many governments worldwide are investing in sophisticated software to survey social media users' activities. This has led to a debate about privacy rights and the balance between people's freedom of expression and public safety. Law enforcement agencies in the U.S. and other countries are now more often turning to social media as a source of valuable information.

The increase in user-generated content on social media platforms such as Facebook, Instagram, and X, has provided law enforcers with real-time data they can use for their investigation, prevention of crime, and public safety. Social media surveillance can consist of various steps, such as:

• Collecting metadata for public posts.
• Monitoring of public posts.
• Use of facial recognition software.
• Undercover social media activities

While these approaches can help law enforcement, they can also affect an individual's privacy rights. Some of the ways government surveillance can affect privacy are:

Mass Data Collection and Surveillance

A significant concern that social media users have is the way surveillance is done on social media. This is often because law enforcement agencies collect a lot of data, even for people not engaging in criminal activity. This is usually seen as the government intruding into people's lives.

Lack of Transparency

Surveillance is usually shrouded in mystery, with most social media users unable to understand how it is done. This often erodes the public's trust in law enforcement agencies. Since the public doesn't understand the extent of their scrutiny, citizens are usually left wondering about the potential scrutiny they are put under.

Possibility of Bias and Inaccuracies

Many social media surveillance tools often use facial recognition technologies, which are known for their potential bias and inaccuracies, especially among minority communities. That means that when law enforcement agencies rely on such tools, it can result in false identifications and wrong convictions for innocent persons.

The Psychological Effects of Surveillance

Surveying social media users also has a psychological effect on them. Some of the  effects of surveillance are:

Stress and Anxiety

When social media users are subjected to surveillance, this may result in anxiety and stress among the users. Once they know that their social media activities are being tracked, they can experience increased stress. They might think of ways to change their online behaviors, reduce social media activity, or even leave it altogether.

Hinder Self-Expression

When social media users feel that their activities are being monitored on social media, they might begin to fear expressing themselves. They can hesitate to share dissenting views and opinions due to the fear of the possible consequences. Such a level of censorship can affect the impact of ideas exchange, a key component in any vibrant democracy.

Impacting Self-Autonomy

Social media users traditionally believe that their accounts are their personal spaces. However, the fact that someone is monitoring their activity negates this belief. It erodes people's faith in expressing themselves without fear of repercussions.

Self-Censorship and Using Pseudo-Accounts

When social media users feel monitored, they often self-censor to avoid scrutiny. They can do that in various ways, such as modifying their online persona or changing their expression to align with what is acceptable in society. When social media users self-censor to avoid social media scrutiny, this can impact their psychological well-being.

How to Keep Your Data Safe on Social Media 

One question social media users have is how to protect their privacy. Here are ways you can use to mitigate these social media privacy concerns:

• Don't share trackable data. If you are in a location, avoid sharing videos or photos showing your daily routines or live location. A good practice is sharing after you have already left the location.
• Don't share sensitive information, such as social security, passport, bank account, and other identification numbers. This can result in financial fraud or identity theft.
• Share only the most critical data. Most social media platforms require you to provide personal details such as your date of birth, school, hometown, interests, etc. Only offer the compulsory information or as little as possible when filling in this data.
• Limit your number of followers. Social media platforms are built to encourage as much interaction as possible. Since every social media user is a potential friend, connecting with cybercriminals may be possible. Therefore, it's a good practice to connect only with people you know in real life. You can also keep your social media account private and join private and niche communities.
• Use a strong password. While social media platforms are responsible for your data privacy, you also have a role in keeping your account secure. One way to do that is by using a robust password, which can prevent hacking incidents. You can use a password manager to create and keep your unique password, which can help you improve the security of your account.
• Use two-factor authentication. Another way of keeping your account secure from hackers is by enabling two-factor authentication. This will provide your social media account with an additional level of security.
• Use automatic logouts. Some social media platforms allow you to set your account to automatically log out when accessed from an unknown location or device. You must ensure that this setting is enabled.
• Enhanced privacy settings. Most social media platforms allow you to change your default privacy settings after creating an account. You must review the different privacy settings options and ensure that you maintain the highest level of security.
• Don't use public Wi-Fi. Although public Wi-Fi can be secure, you should avoid logging into your account using it. Hackers can use this information to steal your login credentials and social media profile. Using a good virtual private network is necessary.
• Keep tabs on any security lapses. When there is a security lapse to your social media account, many social media platforms will often send a security alert. This usually happens when someone tries to log into your account from an unauthorized location or device. Therefore, you need to pay attention to ensure that there aren't any unauthorized logins. Again, you should remember that not all security alert emails are sent from social media platforms. Therefore, avoid clicking on any attachments or links.
• Delete dormant account. Hackers can use dormant accounts, which should, therefore, be deleted.
• Keep all software up to date. All the apps and software you use to log into the social network apps should remain updated. Any security lapses should be patched.
• Read all the platform terms and conditions. Before you sign up on any social media platform, make sure you read their terms and conditions. This will help you understand how much of your data the platform will collect and share with third parties.
• Be vigilant about your social media posts. As noted earlier, the data remains with the platform even when you delete your posts. Additionally, your photos may reveal sensitive details that cybercriminals can use, such as school names, boarding passes, and street signs.
• Turn off geolocations. While most social media platforms don't require geolocation, you should still turn off the geolocations to ensure that you aren't geotagged.
• Talk to your family and friends. Your actions, and those of your close family and friends, will affect your data. For instance, when you go out with a friend, they might post a photo of you and tag you. If they geotag the picture, that will also expose your location. Therefore, you should also clarify your expectations to your friends and family. For instance, you can tell them you don't want them to share images of your children on social media.

Advanced Strategies to Protect Your Social Media Data

If you want to take your data security to the next level, there are several tips you can use. These include:

End-to-end Encryption

End-to-end encryption ensures that only the sender and receiver can read a message. Therefore, to protect your data, you must use it on the platforms where it's available.

Monitor Your Digital Presence Regularly

Ensure you conduct periodic searches of your name, personal information, phone number, email address, and other personal information to see where it's available online. This will help you quickly identify areas where your data is shared without authority and take remedial measures.

Understand the Platform's Specific Features

Every social media platform has security measures to protect users from hackers. However, it can be hard to defend yourself if you aren't aware of these measures. Therefore, ensure you understand the exact security measures put in place by your specific platform. For instance, Facebook and Instagram can encrypt your direct messages.

Understand Various Emerging Threats

Ensure you keep yourself updated on the many emerging cybersecurity threats and trends on social media. This can provide important information such as life jacking, fake accounts, social engineering, and AI-powered techniques. Implementing such techniques can considerably improve social media security and better personal and professional protection.

Examples of Recent Social Media Data Breaches

Even when you take all the above steps to keep your social media account private and secure, hackers may still bet on you and the social media platforms and access your data. We have seen cases recently where popular social media platforms were hacked. Here are examples of data breaches:

• WhatsApp. According to Cybernews, in November 2022, there was a data breach on WhatsApp where over 487 million numbers were available for sale.
• Facebook. In November 2022, Meta was fined $276 million for a data leak in April 2021 that exposed 533 million users.
• Twitter. In July 2022, there were claims of data of 5.4 million Twitter users having been stolen and put for sale on the dark web marketplace.
• Linkedin. In October 2022, over 500 million scraped profiles were made available on the dark web marketplace.
• Twitch. In October 2021, the Twitch source code, including information from over 7 million users, was leaked online.

Final Thoughts

It has never been this important to protect your data online. You can protect yourself from the ever-emerging risk by taking strict privacy settings, reducing oversharing, and using structured cybersecurity tools. When you open a new social media account, read through the privacy policy and understand everything. Only open accounts in platforms where you agree with their handling of your data

If you don't read the terms thoroughly, you might be giving the social media platform permission to sell your data to third-party advertisers. On top of that, read our detailed guide to ensure your data is safe on social media sites.

You may have heard about social media giants like Facebook, Instagram, and TikTok. These platforms have the largest share of social media users, which means they are already saturated. Therefore, you need to find new and upcoming players to stay ahead of the competition on social media. In this article, we will reveal some of the new players who are already gaining traction and taking the battle among social media sites to a new level.

Why You Should Take Advantage of New Social Media Platforms

If you are an early adopter of a social media platform, you can gain a lot of benefits, such as:

• Being amongst the first users to build networks before others can join.
• Have your content rank organically because of less competition. You can even position yourself as an expert or insider because you will learn the ropes early, including the social media platform algorithm.
• Better proficiency on the platform. It’s not only about joining a social media platform; it’s also about showing your proficiency. You discover new opportunities and position yourself as an authority on the platform.

Top 5 Upcoming Social Media Platforms Gaining Traction

Now that we have seen the benefits of being an early adopter of a social media platform, let us look at some of the new plays that are gaining traction. These are:

Discord

Created in 2015 to serve the needs of gamers, Discord is one of the platforms that is quickly gaining traction. Already, it has reached 140 million active users worldwide and is now widely used as a platform for collaboration and social interaction. Users on the platforms can create servers to make video and voice calls, create chat channels, and send text messages. They can even integrate bots.

Gamers use Discord to communicate when playing. However, today, the platform is also popular for users outside the gaming sector, including creative projects in fashion, education, and other fields.

Mastodon

Developed in Germany in 2016, Mastodon is a fast-rising decentralized social media platform focused on data protection. As an open-source app, users on the platform can host servers to establish and even build communities. Some of the top features of the platform include:

• Sharing of images and texts.
• Individual control of the user’s privacy settings.

These features set the platform apart from others, as it is similar to other social media platforms. Users on the platforms can create posts with a maximum of 50000 characters. This is on top of adding audios, images, and videos.

With over 10 million active users, Mastodon is undoubtedly one of the fastest-growing social media platforms. This is especially true because it started exploding in popularity in 2022. In 2023 alone, it grew from 300,000 users to over 1.7 million users.

Threads

Developed by Meta in 20123 as an alternative to Twitter, Thread allows users to create short messages and communicate with their friends. It is, therefore, a text-based network focusing on sending and receiving messages. It targets Instagram users searching for quick ways of communicating with their friends. 

Threads caused ripples when it registered 100 million users within a few months. While it did not keep up with this growth rate, the platform can continue to develop new features to generate user interest. According to Meta CEO, Mark Zuckerberg, Threads has the potential to reach 1 billion users in the next few years. Therefore, creating a social media marketing plan with Threads can be crucial.

Be Real

As an app created to promote honest and authentic communication, Be Real encourages users to share their honest feelings, thoughts, and moments without the pressure of that perfect moment. The platform allows users to upload texts, images, and videos that show their authentic personality without filters or fake personas.

The app’s primary focus is for users to look for authenticity during social interactions. While platforms such as Instagram and TikTok allow users to share their unfiltered content, Be Real stands out because of its focus on genuineness and authenticity.

BlueSky

BlueSky is a decentralized social media platform built on the open-source protocol. It is invite-only and had over 25 million users as of December 2024. It is considered an alternative to Twitter as former X CEO Jack Dorsey created it while still in the role. With an Android and iOS app, it resembles Dorsey’s former products.

TelloNym

Tellonym is a social media platform founded in Germany. It focuses on open communication through anonymous feedback, which means its user base is predominantly German. However, you can use the platform to get honest feedback from the people who care about you.

As a cross-messaging app, TelloNym allows users to send and receive anonymous feedback. Users can send messages, give feedback, and ask one another questions. Launched in 2016, the app has over 10 million downloads in the Play Store. 

How to Take Advantage of New Social Media Platform

To benefit from being an early adopter of new social media platforms, you can take the following steps:

• Create a profile. Creating an account is the best way to determine how a new social media platform will turn out. While many fizzle out, if the platform takes off, you will be on the ground to know what is happening.
• Stay active. Once you see your friends joining, it will be a sign that the platform is ready for takeoff. Be strategic when devoting time to new platforms, and only be active when you start to see signs of takeoff. It could be a sign that it will work when you see that people are signing up, coming back, and posting on it.
• Cross-promote. Unless it’s your first time on social media, you have probably already built a following on a significant platform. You can grow your profile faster by cross-promoting on other social media platforms where you have a large following.

Final Thoughts

You are likely already late if you are trying to build a following on TikTok, Facebook, or Twitter. However, the best opportunities lie in the new and hardly discovered social media platforms. When you join and become an early adopter of such a platform, you can have an immense advantage if it takes off. If you are searching for a new social media platform with great potential, consider one of the above options.

For a long time, Facebook has been considered the king of social media. With over 3 billion monthly active users, the social media giants represent 59.38% of the market. Despite these mind-boggling statistics, the social media site is going through one of its most challenging seasons, driven by declining interest among the younger demographics.

Additionally, the stiff competition from new social media sites is taking the battle among social media sites to a new level. This has raised questions about Facebook’s future and whether it will remain the market leader. This article will examine Facebook’s future and whether it’s going through a reinvention or a decline.

A Preview of the Meteoric Rise of Facebook

The Facebook story started in a dormitory at Harvard in 2004, where Mark Zuckerberg and his college roommates developed a social networking site for their fellow students. The platform later expanded to other universities and colleges in the United States. By 2006, Facebook had started serving the entire world, marking the beginning of its dominance. The rapid rise of Facebook was a result of several factors:

• A user-friendly interface. Facebook leveraged the challenges of its predecessor, MySpace, to provide a cleaner and more user-friendly experience. Its emphasis on real identity helped foster trust and authenticity among users.
• Innovative features. Facebook kept introducing innovative features that kept users engaged. For instance in 2006, it introduced NewsFeed, which personalized the user experience by showing friends’ posts and activities. The like button introduced in 2009 enhanced interactions between users.
• Networking effects. As more people joined Facebook, it offered more value to its users and became a social media networking site where everyone joined to be connected.
• Expansions and acquisitions. Facebook expanded through strategic acquisitions, such as WhatsApp and Instagram, which expanded its product offering. This ensured the addition of other valuable functionalities, such as Messenger that businesses could use for customer service, enabling them to stay ahead of the competition.
• Advertising model. Facebook uses sophisticated ad targeting with user data to attract businesses interested in tracing a certain user demographic. This model has resulted in more earnings for Facebook. Therefore, you need to be creative with your Facebook advertising.

Why Users Are Abandoning Facebook

Despite the strengths of Facebook highlighted above, the platform’s users started having misgivings about the platform due to the following reasons:

• Privacy concerns. How Facebook has handled user data has been a significant concern. According to a Cambridge Analytica report, Facebook has been harvesting user data without their consent, some of which have been used for political reasons. The privacy breach has resulted in regulatory scrutiny and widespread outrage.
• Poor content moderation. Facebook’s moderation process has also been criticized for being ineffective. At times, the platform has been unable to filter harmful content, hate speech, and violence, impacting its public image. This is on top of the challenge of balancing free speech with content moderation.
• Fake news and misinformation. With the rise of AI social media tools, spreading false information has become a big problem. But even before that, the platform was already struggling to stop the spread of fake news, causing questions about undermining the democratic process.
• Monopoly concerns. With the expansion and acquisition of platforms such as WhatsApp and Instagram, some users felt that Facebook monopolized social media. 

Why Young Generations Are Avoiding Facebook

Many young people are avoiding Facebook for several reasons, such as:

A Platform For Old Folks

A significant reason why Gen Zs avoid Facebook is because they feel older folks dominate it. The younger demographics don’t want to join a platform where their parents are. Therefore, they choose other platforms where they can express themselves freely.

Rise of Alternative Platforms

In recent years, we have seen the development of social media platforms giving Facebook a run for its money. Many young users are now moving to these platforms. These include:

• TikTok. Known for its short and creative videos, TikTok is an excellent platform for its younger audiences.
• Instagram. The platform is popular for its beautiful design, which appeals more to younger users.
• Snapchat. This platform allows the sharing of temporary content, providing users with casual and spontaneous sharing experiences.

These platforms have provided young social media users a fresh perspective, which Facebook struggles with.

A Cluttered Feed

When Facebook started, it was a platform for connecting users. Today, it has turned into a mixture of everything. From selling products on Facebook and streaming books to gaming and reels, Facebook has tried to capture different audiences, leading to a cluttered interface. Younger users often prefer a simple, user-friendly design that enables them to navigate the platform easily.

The Decline of Facebook

Despite its initial meteoric rise, there came a point when Facebook’s growth stagnated, suggesting that its golden years had ended. The user growth has stagnated, especially in key markets such as Europe and North America. Platforms like Instagram and TikTok pull more users than Facebook because of their visually appealing and dynamic experiences.

To deal with these challenges, Facebook rebranded into Meta in 2021 to pivot into the metaverse. This was seen as an attempt by the platform to stay ahead of the next wave of digital transformation. Whether the transitions will bear fruit or not remains to be seen. However, the meteoric rise of other social media platforms, such as TikTok, threatens the Facebook demographic, especially among younger audiences.

In Conclusion

The rise and fall of Facebook is a true reflection of how even the biggest social media platforms can fall. Despite Facebook becoming a dominant tech giant and maintaining that lead for nearly two decades, the platform’s future looks uncertain. 

While it’s clear that the platform will continue to be among the top social media sites, brands need to diversify their marketing efforts to other platforms. This is especially important for brands that target Gen Zs, a demographic that is losing interest in Facebook. It’s also necessary to understand Facebook’s policy changes in 2025.

When Elon Musk took over Twitter in 2022, he brought some abrupt changes, including renaming the platform to X. These changes did not go down well with users, and it was estimated that the platform would lose 32 million users by 2024. The American election in 2024 made the situation worse, as Elon Musk’s backing of Trump led to mass departures from the platform. 

The platform also retrenched most of its staff, leading to suggestions that its skeleton staff would not be able to sustain it. This has raised questions about the impact of these decisions on Twitter and whether it is still relevant to users in 2025.  

With most X users moving to other platforms, the changes in X have resulted in a battle between social media giants. This article will answer these questions about what was once considered the world’s most dominating social media platform.

Statistics in Twitter Usage Trends

As of 2024, Twitter was estimated to have 500 million active users, with about 121 million daily active users and over 200 million daily users worldwide. The majority of these users were between 25 and 34 years old. Looking at the worldwide statistics, men use Twitter more than women.

Statistics from Statista indicate that in 2023, the number of monthly users on Twitter decreased by 4%. In  2024, Twitter generated revenue of $2.5 billion, a 13.7% decrease from the 2023 figures. Since the start of 2022, it is estimated that Twitter has lost 30% of its users. However, it still has some interested users, with 40% of people on the platform saying they still have a favorable opinion of X. 

Despite the decrease in the number of active users, it’s clear that most accounts have not been deactivated. Many users suggest that X is their go-to platform for getting breaking news.

Is X Still a Good Platform For Brand Marketing?

With the number of X users declining, there are questions about whether it is a good platform for brand marketing. However, there are still many good reasons for brands to use Twitter. These include:

• Higher engagement rate. X can be a good social media plan for businesses that want to increase real-time conversations. It can be crucial for getting the latest news, trends, and events.
• Brand visibility. X is an excellent choice for amplifying a brand voice. Brands can use it to leverage trending hashtags and viral conversations and grow their brand voice. By getting into the proper discussions and at the right time, brands can get a great reach.
• Opportunity for direct interactions. X allows brands to engage with their customers in real-time. Therefore, it could be a good choice for customer service management, maintaining a direct communication line, and building stronger relationships.

On the other hand, brands are likely to face several challenges when using Twitter, such as:

• Less organic reach. Brands marketing on X are now seeing less organic reach of their posts. The updated X algorithm prefers paid ads while limiting the reach of organic content.
• Overcrowded space. Since X is a real-time platform, it can be extremely noisy, with many users still fighting for attention. Brands that do not regularly interact with users can find it hard to be noticed and heard, primarily because of the fresh content.
• Negative feedback. One of Twitter’s reputations is that it is a platform for disgruntled customers. That means it’s likely to affect your brand image negatively.
• Limited content formats. Unlike other platforms, such as Facebook, where you can post videos, images, texts, reels, and stories, Twitter focuses on short and quick updates. While it has recently expanded its content format, it’s still not the best platform for businesses that rely on visuals and long-form content.
• It can be challenging to grow an audience on X. Compared to other platforms like Facebook, building an audience on X can be more challenging. You must tweet regularly, respond fast to followers, and engage actively in trending conversations. This can be quite difficult for businesses, especially those with fewer resources.

Examples of Brands Leaving X

Many brands have started withdrawing from the platform with the continued decline of engagement on X. Some have abandoned it, while others have stopped advertising it. 

Brands That Have Stopped Advertising on X

Here are examples of brands that have stopped advertising on X:

• IBM, Apple, and Disney. Toward the end of 2023, these industry giants paused their advertisements on X. This was driven mainly by the constantly changing X content moderation and an increasingly toxic environment.
• Mars and Unilever. While these brands are still on X, Elon Musk has threatened them with legal action. The reason is that they boycotted the platform, and this scrutiny coaxed them to re-evaluate their involvement with the platform.

Brands That Have Left X

Examples of brands that have decided to leave X altogether include:

• BMW UK. The luxury car manufacturing company decided to leave X due to the changing tone and inconsistent change in policy. Instead, the company transferred its X marketing efforts to platforms like Instagram and Facebook.
• FC St. Pauli. This well-known German football club left X in 2024. The club attributed its decision to antisemitism, conspiracy theories, and hateful content.

The decisions by these brands to leave or stop advertising on X shows that Twitter is facing an uncertain environment. This has also been fueled by a declining organic reach and a toxic environment that is pushing brands to other platforms.

Final Thoughts: Should Your Brand Stay on X?

With its large user base and being the 12th most prominent social media platform, it is clear that brands still have a reason to stay on Twitter. However, the decline in organic reach and many restrictions and controversies drive brands away. When deciding whether to stay or leave Twitter, you should consider your target audience. 

If they are still on Twitter, or you rely on real-time communication, X would still be a good platform for you. However, you may still want to diversify your social media platforms by experimenting with others, such as BlueSky and Threads. You can read our guide on how Twitter monetization works.

In the past, YouTube was popular for its long-form content. However, when TikTok became very popular for its short-form content, other platforms started introducing features for short-form content, due to the battle between social media giants. Facebook and Instagram introduced reels, while YouTube introduced Shorts. In a bid to push TikTok, these platforms began to promote this form of content heavily. 

This article examines the battle between YouTube long-form content and YouTube shorts. We will also compare which platforms perform better and which brands should often be used for YouTube marketing.

What Are YouTube Shorts?

YouTube shorts refer to short-form content usually up to six seconds long. These are made with mobile device users in mind, so they have a vertical format to fit them. They target users searching for something fun to watch. One reason for its popularity is its dedicated feed on YouTube, where users can watch endlessly without being interrupted by long-form content. 

This means that brands that leverage these forms of content can have their videos reach the right audience. Since the YouTube algorithm prioritizes short content, a well-made short can quickly go viral, which can be a fantastic way for the channel to grow without much effort.

Best Ways to Use YouTube Shorts

YouTube Shorts are popular with both the viewers and the YouTube algorithm. Whether you are an individual or a brand, there are certain situations when these forms of content can work intensely for you. These include:

• Promoting long-form content. You can use the Shorts as a teaser for your long-form content, helping draw attention to your channel.
• Improving your recommendations. You can leverage YouTube Shorts to appear more prominently under recommendations and increase visibility.
• Turn viewers into subscribers. By creating engaging Shorts, you can turn viewers into loyal subscribers. You can read our guide on getting one million views on YouTube.
• If you are a beginner YouTuber, Shorts have a lower entry barrier. If you have a mobile phone, you can start using YouTube Shorts. 
• Better engagement. Short-form videos allow you to engage your audience clearly but effectively.
• Better visibility. YouTube Shorts have their algorithm recommendation that can increase the visibility of your videos.

Tips To Go Viral With YouTube Shorts

Many YouTubers and brands have seen success with YouTube Shorts as they generated millions of views or even got thousands of subscribers. You can use several tips to increase your chances of going viral with YouTube Shorts.

• Leverage trends. You can find trending topics in your niche using Google Trends.
• Use storytelling. One way of hooking your audience is through storytelling. Start with a hook, an intriguing fact, or a common problem that grabs viewers’ attention.
• Use YouTube SEO. Ensure that your titles, descriptions, and tags are well optimized for SEO. You can use SEO tools such as VIDIQ for that.
• Use a remix of trending music. Music plays a vital role in making videos go viral. You can draw the viewer’s interest to your videos by remixing trending music.
• Drive engagement. When users comment on your short videos, respond to them. This will enable you to improve your connection with your audience.
• Grab attention early. When repurposing your content, you can record or add attention-grabbing videos in the first few seconds.
• Post at the right time. Schedule your Short so that you can post it when most of your users are online.

What Are YouTube Long-form Videos?

We have seen the importance of YouTube Shorts. However, long-form videos on the platform also have their importance. Since they go beyond the one-minute mark, they enable users to explain, explore, or even entertain in-depth. 

It gives them a better chance of connecting with their audience, whether using a detailed tutorial, a vlog, or interviewing a special guest. That means YouTube’s long-form content can be suitable for tackling more significant ideas and creating a more intimate connection with viewers. 

Best Video Content For Long-Form Content

This long-form content can be a good choice for content that wouldn’t fit in a 30-second video, such as:

• Deep divides and tutorials. Long-form videos are a good choice for guiding viewers through the steps of a DIY as you can quickly provide step-by-step guides, full-fledged tutorials, and demonstrations. When teaching your audience about a skill, you can be assured that they will be ready to stick with it for more than a minute.
• Product reviews. Whether you want to show the positive side of a product or its negative side, providing your audience with a deep dive into its features, pros, and cons requires an in-depth review. Providing in-depth reviews saves the viewer’s time, increasing the chances of tuning in.
• Vlogs and stories. Long-form videos can be a good choice for sharing a long story. The story could be a behind-the-scenes view, a heartfelt story session, or a day in your life.
• Panels and interviews. If you have access to an expert or special guest, you can use long-form videos to engage in deep conversations within your niche. You can use the form of content to get unique insights and establish yourself as an authority in your niche.
• Content of episodes. If you are thinking of creating a series such as a several-part documentary or storytelling, you can use long-form content. The content will keep viewers coming back.
• Taking viewers through the history of a genre.
• Sharing extra tips, insights, and backstories
• Establishing yourself as a thought leader in your industry.

YouTube Long Form vs. Short Form content: Which Is Better?

So, which is better, long-form content or short-form content? With YouTube’s recent push toward long-form content, it may look like the clear winner. However, each of these forms of content has its place. For instance, you can see that short-form content can help provide quick tips. On the other hand, you can use long-form YouTube videos to provide detailed guides. Therefore, the type of videos you choose will depend on your individual needs. You can read our guide on YouTube monetization.