Twitter—now rebranded as X—has become a risky bet for brands. While it was once a valuable platform for engagement and brand awareness, recent changes have made it increasingly hostile to advertisers. From brand safety concerns to declining user engagement and weak ad performance, here’s why advertisers should think twice before allocating their budgets to X.
In a classic display of chutzpah, Elon Musk’s X is suing more big advertisers as part of a lawsuit that alleges they collectively conspired to boycott advertising on the platform following his takeover of the company. The complaint alleges that members of the Global Alliance for Responsible Media (GARM), a now-defunct initiative from the advertiser trade body the World Federation of Advertisers (WFA), illegally conspired to “collectively withhold billions of dollars in advertising revenue” from X. This of course is pure bullshit. Twitter has become a cesspool of porn, right-wing zealots, and garbage. Advertisers should stay away, and here’s why.
1. Brand Safety Risks Have Skyrocketed
One of the biggest concerns for advertisers on X is the platform’s inability—or unwillingness—to maintain brand safety. Since Elon Musk’s acquisition, X has relaxed its content moderation policies, leading to an increase in hate speech, misinformation, and extremist content. Brands like Apple, Disney, and IBM have pulled their ads after reports surfaced that their promotions appeared next to harmful content.
When your ad dollars are at stake, it’s crucial to ensure your brand is not associated with controversial or offensive material. X’s algorithmic unpredictability means brands can’t control where their ads appear, making it a gamble most companies shouldn’t take.
2. Declining User Engagement and Advertiser Exodus
Advertisers rely on high engagement levels to maximize their ad spend. However, X has been losing users—especially high-value ones like journalists, celebrities, and thought leaders—who once made the platform a vibrant discussion hub. A drop in engagement means fewer eyes on ads and weaker campaign performance.
Additionally, X’s advertising ecosystem is shrinking as major brands and ad agencies continue to pull their budgets. A smaller advertising pool often leads to higher ad costs and reduced targeting efficiency.
3. Questionable Ad Metrics and ROI
Marketers prioritize platforms that offer strong performance metrics and measurable ROI. However, X’s advertising effectiveness has been under scrutiny. Reports indicate ad engagement rates are declining, and brands struggle to see a justifiable return on investment.
Unlike Facebook and Google, which have sophisticated ad platforms and robust conversion tracking, X’s ad tools feel outdated. Many advertisers have reported that their cost-per-click (CPC) and cost-per-thousand-impressions (CPM) have increased without a corresponding lift in conversions.
4. Toxic Environment and Brand Image Risks
A strong brand reputation is essential for long-term success, and advertising on X increasingly carries reputational risks. The platform has become a hub for divisive content, aggressive trolling, and bot activity. Brands advertising there risk being caught in controversy, whether by their ads appearing next to harmful content or by being dragged into public feuds they didn’t sign up for.
The modern consumer is more conscious of brand values and ethics. Associating with a platform that struggles to control toxic behavior can drive customers away rather than attract them.
5. Better Alternatives Exist
Advertisers have no shortage of platforms that offer safer, more effective ad placements. LinkedIn, TikTok, Instagram, YouTube, and even emerging players like Threads provide better targeting, engagement, and conversion opportunities. Each platform offers advanced audience segmentation and proven advertising effectiveness without the baggage of X.
Every dollar spent must contribute to brand growth and positive engagement for advertisers. X no longer provides a stable or effective environment for advertising. Between brand safety concerns, weak engagement, high costs, and reputational risks, brands are better off investing in platforms that offer transparency, better targeting, and a more reliable ROI.
The advertising landscape is evolving, and X is no longer a must-have channel. Smart marketers should redirect their budgets to platforms that align with their brand values and ensure their message reaches the right audience in a safer, more effective environment.
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