A growing number of advertisers are pulling back from X (formerly Twitter), citing concerns about the platform’s brand safety under Elon Musk’s ownership. A recent global survey by Kantar reveals that 26% of marketers plan to cut ad spending on X in 2025, marking the largest withdrawal from any major ad platform. This pullback stems from fears that extreme content on the platform could harm brand image, with only 4% of marketers expressing confidence in X’s ability to ensure ads won’t appear alongside harmful material. This sentiment contrasts sharply with other platforms like Google, which enjoys far higher trust in ad placement.
Despite Musk’s attempts to mend ties with advertisers, including a more measured approach at the Cannes Lions festival, many remain cautious. His recent lawsuit against the Global Alliance for Responsible Media (GARM), accusing it of conspiring to boycott X, reflects the ongoing tension. The lawsuit has only intensified concerns about the platform’s future direction and stability. Additionally, some advertisers are deterred by Musk’s controversial remarks and policies, such as endorsing an antisemitic conspiracy theory in 2023.
Platforms like TikTok and YouTube are increasingly favored by marketers due to their ability to provide more reliable ROI and brand safety. Younger audiences, particularly those aged 18-34, are also gravitating towards platforms like TikTok, which emphasizes genuine storytelling and community interaction. This demographic shift, along with the decline in user engagement on X, underscores why advertisers are moving their budgets to alternative platforms.
While X continues to report high usage and improved brand safety metrics, the perception of instability under Musk’s leadership has been a key factor driving the advertising exodus. The platform’s struggles with misinformation and legal battles have further dampened its appeal to advertisers
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