Zeno Thinks: After the Noise: What Brands Should Really Do About X

The buzz about whether to leave X is growing, and if you’re feeling unsure, you’re not alone. Platforms like BlueSky and Threads are gaining momentum, while X faces criticism for its toxic environment and shaky moderation. The social media landscape is shifting fast. But before making any big decisions, take a step back. Are your channels still working? Is your audience still there? Let’s break it down.

Key Factors to Consider

1. Brand Safety is Non-Negotiable
   Marketers are growing uneasy about X’s inability to manage harmful content. Only 4% of advertisers currently feel confident their ads are safe on the platform. If you’re thinking about staying, ask yourself: Does X align with your brand’s values? And are the potential risks worth it?
2. Reputation Matters
   Brands that prioritise ethics might face backlash for sticking with a platform under fire for spreading negativity or misinformation. If corporate responsibility is a big part of your image, think about how staying active on X could affect how people see you.
3. Declining ROI on Ad Spend
   When it comes to ad performance, platforms like TikTok and YouTube are pulling ahead. If your ad spend on X isn’t delivering—or if you’re noticing a slowdown in follower growth—it might be time to shift those pounds to platforms with better returns.
4. Your Audience Might Be Moving
   More and more users are turning to platforms like Threads, TikTok, and BlueSky. If your audience has already started to migrate, your strategy should follow them.
    

Reasons to Stay (for Now)

1. The Audience is Still There
   Despite its challenges, X still hosts millions of active users. If you know how to navigate the platform well, there’s still potential for meaningful engagement with diverse audiences.
2. Real-Time Relevance
   For real-time interaction—whether it’s addressing customer concerns or jumping into trending conversations—X is still unmatched.
3. Viral Potential
   Let’s face it: a well-timed, creative post can still go viral on X. For brands willing to take risks, the reward can be significant.
4. Advertising Tools
   While newer platforms like BlueSky don’t yet have established ad options, X’s tools for targeting and scaling campaigns are tried and tested.
    

What’s Next?

1. Follow Your Audience
   Map out where your customers are spending time online. If they’ve started moving to platforms like BlueSky or Threads, it’s time to meet them there.
2. Diversify Your Presence
   Don’t put all your eggs in one basket. A multi-platform strategy helps reduce your dependence on any single platform and lets you reach different demographics.
3. Be Crisis-Ready
   If you’re staying on X, make sure you’re prepared for potential fallout—whether it’s from harmful content on the platform or criticism for staying active there.
    

The Guardian’s exit, along with Disney and Apple pausing ads, shows just how much the industry is rethinking its approach. As new platforms rise, the message is clear: reassess your social media strategy regularly. Staying agile and choosing platforms that reflect your values will keep your brand relevant and trusted in a rapidly changing digital world.

Let’s Reimagine Your Social Strategy

Navigating today’s fast-changing social media landscape can feel overwhelming—but you don’t have to do it alone. At Zeno London, we’re here to help. Whether you’re questioning your place on X, exploring platforms like Threads or BlueSky, or looking to balance risk with opportunity, let’s figure it out together.

Stephanie Hicks – Digital Engagement Specialist
📧 Stephanie.hicks@zenogroup.com

Sources: Kantar, Tech Story, The Pink News