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.