When Elon Musk acquired Twitter in October 2022 and rebranded it to X, the platform entered one of the most turbulent periods in social media history. Major advertisers fled, user numbers declined, and trust plummeted. Now, more than two years later, brands are asking a critical question: Is X still worth their marketing investment? The answer is complicated. While X faces significant challenges, it maintains unique strengths that make it irreplaceable for specific brand objectives. Here’s what the data tells us.
The Current State of X: A Platform in Flux
User Base: Declining but Still Substantial
X currently has approximately 586 million monthly active users globally, positioning it as the 12th most widely used social media platform worldwide. However, this represents a concerning downward trend. The platform experienced a 5% decline in monthly active users from 2023 to 2024, dropping from 368.4 million to 335.7 million users.
In the United States specifically, only 19% of the population aged 12 and above used Twitter in 2024, down sharply from an all-time high of 27% in 2023. This decline signals a meaningful shift in the platform’s reach and influence.
The Advertiser Trust Crisis
Perhaps the most alarming trend for brands is the collapse in advertiser confidence. Marketers trust in advertising on X dropped from 22% in 2022 to just 12% in 2024. Even more striking, only 4% of marketers believe X offers adequate brand safety.
This trust deficit has translated into real financial consequences. X experienced a 24% year-over-year decline in advertiser support during the first half of 2024, with the platform generating $3.14 billion in revenue, a fraction of its pre-Musk earnings potential.
Major brands, including IBM, Disney, Apple, and the World Bank, have suspended advertising on the platform, citing brand safety concerns and issues with ads appearing alongside extremist content.
The Surprising Bright Spots
Despite these challenges, X retains several distinctive advantages that keep it relevant for specific brand strategies.
Gen Z is Growing on X
Contrary to the assumption that Gen Z exclusively favors TikTok, they represent the largest generation on X. Internal data show a 12% increase in Gen Z users from 2022 to 2024. In Q3 2024, Gen Z drove a 6.9% increase in brand equity for X, placing the platform at the top of Ad Age-Harris poll rankings for brand perception improvement among this demographic.
Real-Time News and Cultural Moments
According to Sprout Social’s 2024 Network Content Strategy Report, 48% of social media users maintain an X profile, and users specifically turn to the platform for real-time updates and news. X remains the go-to platform for breaking news, live events, and real-time conversations, a niche that no other platform has successfully captured.
High Engagement from Active Users
While overall user numbers have declined, X’s core user base remains highly engaged. The platform continues to serve as a critical channel for customer service, crisis communication, and thought leadership, particularly in industries like technology, finance, media, and politics.
Who Should Still Be on X?
Based on current data, X remains relevant for brands that:
Operate in News-Driven Industries: Media companies, financial services firms, technology companies, and political organizations continue to find value in X’s real-time conversation model.
Target Gen Z or Millennials: With 32.1% of users aged 18-24 and 37.5% aged 25-34, younger demographics maintain a strong presence on the platform.
Prioritize Thought Leadership: B2B brands and executives building personal brands still leverage X for industry influence and professional networking.
Need Customer Service Channels: Many consumers still expect brands to maintain X presence for support and communication.
Who Should Reconsider Their X Strategy?
Brands should carefully evaluate their X investment if they:
Require Strict Brand Safety Controls: With only 4% of marketers confident in X’s brand safety, risk-averse brands may find other platforms more suitable.
Target Older Demographics: Only 7.3% of X users are 50 or older, making it less effective for brands targeting mature audiences.
Focus on Visual Storytelling: Platforms like Instagram, TikTok, and Pinterest offer superior visual formats and engagement for lifestyle, fashion, and consumer goods brands.
Depend on Stable Platform Policies: X’s rapid policy changes and algorithmic shifts create uncertainty that may not align with long-term marketing strategies.
The Verdict: Selective Relevance
X in 2025 is not the universal marketing channel it once aspired to be. The advertiser exodus is real, user decline is measurable, and trust has eroded significantly. However, dismissing X entirely would be premature.
For brands whose audiences and objectives align with X’s strengths—real-time engagement, news-driven conversations, Gen Z reach, and thought leadership—the platform remains a valuable, albeit more selective, marketing channel.
The key is approaching X with clear eyes: understand its limitations, carefully monitor brand safety, allocate budget proportionally to its actual performance, and maintain presence primarily where it serves specific strategic objectives rather than as a default social media necessity.
In 2025, X is no longer a must-have channel for all brands. But for the right brands with the right strategy, it’s still relevant—just differently than before.
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