The exodus from X: What it means for social media marketing strategies

Most of the gains for these Twitter-like platforms came from people who decided to leave X, which is owned by Elon Musk, a close supporter of incoming US President Donald Trump. 

Sudden shifts such as these create challenges for brands that have traditionally used social media to engage customers, reach new audiences, and build trust and loyalty. 

“If there is one thing that is constant in marketing, it’s that things are constantly changing,” says Michael Wall, a Professor of Practice in Marketing at Washington University in St. Louis, USA.   

“Markets, consumer preferences and social media dynamics are continuously evolving. To succeed, we must proactively track these shifts, be prepared to adapt and build processes that allow us to stay agile – yet all without losing sight of our core purpose and values as a brand.” 

A more fragmented social media landscape 

Over the past five years, two factors have reshaped social media dynamics, Walls believes. First, algorithms increasingly prioritise content based on users’ interests, ‘learning’ from their behaviour to keep them engaged.  

Second, many user segments are migrating to platforms that align with their views and ideals. Together, these changes have created a more fragmented social media landscape, where brands face the challenge of connecting with diverse audiences. 

“This is particularly difficult for brands with consumers who may not align socially, but do [align] within their industry or product category,” Walls states. 

“Brands must overcome the challenge of connecting with fragmented audiences whose social media preferences and platform choices reflect diverse, and sometimes conflicting, values and interests. This requires brands to balance messaging that resonates across different segments while remaining authentic and aligned with their identity.” 

If businesses are forced to rethink their social media policies, practices and paid advertising because of sudden changes in the social media landscape, Walls emphasises that they must ensure decisions are guided by what their target customer segments care most about, coupled with the promise they have made to those customer segments.  

“In other words, what the brand cares most about. Beyond that, they must develop a multi-platform strategy. There is no one-size-fits-all approach to social media channels. Consumers have different reasons for engaging on them, have different expectations, and respond to brand actions based on those norms.” 

He advises that sudden and rapid changes, like those currently being seen on X, require brands to navigate communications more carefully, as messages now must resonate with narrower, more ideologically distinct audiences, on each platform.