As Elon Musk worked to rebuild X’s revenue-generating capabilities, the site suffered massive advertiser losses late last year, at least some of which was apparently due to pro-Nazi content. A few months later, Musk Tell Advertiser “Fuck you.”
It was all fine before Musk shared The former Twitter’s revenue has dropped 60% from before the acquisition.
Elon Musk’s X/Twitter launches new TV app dedicated to watching videos
It looks like 2025 won’t be easy for X either.
According to research from Kantar, this is the “largest setback on record” for the world’s major advertising platforms.
Gonca Bubani, director of global thought leadership at Kantary, said: “Advertisers have been shifting marketing spend away from
X may soon lose more advertisers
Kantar found that before Musk, marketers’ trust in X advertising was already at a “historic low.” Since the acquisition, however, that trust has eroded further.
Mix and match speed of light
The market research company said that advertisers’ trust in Twitter in 2022 will be 22%. Now called X, trust in the platform will reach 12% by 2024.
“In recent years,
Kantar reports that only 4% of advertisers believe that advertising on X provides brand safety. Compared to its competitors in the social media space, X ranks at the bottom. According to Kantar, Google ranks first in brand safety at 39%. As for trust and innovative advertising, X “scores are not among the top ten globally”. TikTok is seen as the most innovative, while YouTube tops the trust barometer.
The contrast between X and other social media platforms in the space is made even more stark by the chart included in the Kantar report, which provides a visual of these statistics.
Image source: Kantar
X is unlikely to change course under Musk. Just this week, Musk Promote Tucker Carlson shared a sympathetic video of Hitler with a guest on X.
“Very interesting. Worth watching,” Musk said.
Musk later deleted the post.
