Is X the right platform for your organisation?

In an ever-evolving social media landscape, brands are continually challenged with deciding where to engage with their audience. Twitter, now rebranded as X, has long been a key platform for real-time communication, but recent shifts in its structure, management and user engagement have raised questions about its future viability for brands. So, is Twitter/X still the right platform for your organisation?

The choice to stay active on any platform should be grounded in your business values and goals. Twitter/X historically has been a hub for direct, concise communication, making it ideal for brands focused on speed, real-time updates, and public dialogue. For organisations looking to leverage fast-paced conversations and stay on top of breaking news, Twitter/X provided a unique platform.

However, as platforms evolve and user demographics shift, it’s crucial to align these changes with your social media presence. Are you still gaining the right engagement and operational benefits from your chosen platforms, and is this the right place for your audience? Looking at alternatives and having a ‘deep clean’ of your channels (even pausing and deleting if appropriate) might be necessary at this point. 

Twitter/X has traditionally been a platform for conversations, debates and breaking news. However, since Elon Musk took control of the platform in 2022, there have been many changes, which has led to the recent departure of influential entities like The Guardian and the European Federation of Journalists. There’s now a growing question of whether the platform still holds the same influence.

Social media in 2025 has evolved into what could be more accurately described as ‘personalised media’. The algorithms driving platforms are increasingly focused on identifying and serving content based on what users are interested in, rather than just who they follow. This shift has significant implications for how brands approach engagement.

Given this, it’s worth considering not only the larger, more established platforms like Twitter/X and Instagram, but also more niche, focused platforms that align more closely with your company’s needs and audience. The rise of platforms like Reddit and Twitch are prime examples. Originally known for gaming content, Twitch has grown into a highly targeted space where communities of passionate users gather around specific interests. For brands whose messaging aligns with these focused communities, engaging on such platforms can be far more effective than trying to maintain a broad presence on a more general platform like Twitter/X.

If your audience thrives on fast, real-time discussions, Twitter/X may still be relevant. However, you should carefully evaluate whether its declining reputation (advertising is down 30%) and shifting user base align with your brand identity and communication objectives. As a brand, how do you decide whether to continue investing in Twitter/X, or explore emerging platforms like Threads or Bluesky?

Musk’s takeover of Twitter/X has been anything but quiet. His polarising decisions have reshaped the platform’s identity, but not always to its advantage. For some, Musk represents bold innovation; for others, his leadership has made the platform feel divisive and less inclusive. The leadership of a platform, while often in the background, sets the tone for its culture. For brands, this tone must resonate – or at the very least, not conflict – with their identity.

Simultaneously, the user base is evolving. Political and cultural moments, such as Donald Trump’s election win, have previously catalysed migrations away from Twitter. This pattern has repeated in recent years, with platforms like Bluesky gaining traction among those seeking a less contentious environment. For brands, the question becomes less about loyalty to a platform and more about being present where your audience is active. If the discourse on X no longer reflects the values or interests of your customers, it may be time to look elsewhere.

Beyond audience considerations, brands must grapple with a deeper question: does this platform still align with who we are? For some, the chaos and controversy surrounding X are deal-breakers. For others, they represent an opportunity to stand out in a less crowded space. It’s not just about reputation; it’s about the kind of conversation you want to be part of and the perception of your brand as a participant.

For brands looking for alternatives, newcomer platforms Threads and Bluesky may be worth considering. BlueSky provides a hit of nostalgia for long-term Twitter users and, in the aftermath of Donald Trump’s election win, the platform saw a massive influx of users, reportedly gaining up to 1 million new users daily as people moved away from X. It offers a link-friendly environment with scope for executive profiling and opportunities for early adopters. It could be an ideal platform for brands looking to secure their name early while exploring a new and innovative space. Political figure AOC (Alexandria Ocasio-Cortez) is one of the most followed accounts right now with over 1 million followers, but it is still growing for brands too as Netflix and Waterstones have led the pack.

Threads, backed by Meta, has cultivated an engaged and light-hearted community, making it a great platform for more casual interactions with your audience. It’s a place where humour, memes and trends thrive, potentially offering brands a way to humanise their messaging and deepen engagement. National Trust and the Disney channel have already established strong followings on this channel with a more playful presence. 

These platforms represent new territories where brands can experiment, test engagement strategies and connect with audiences in spaces untainted by recent controversies. 

In this landscape, it’s crucial for brands to evaluate both their communication needs and how they interact with their stakeholders. A more targeted approach on platforms that cater specifically to your audience’s interests can lead to higher engagement and stronger, more meaningful connections. Whether your brand thrives on niche communities or requires mass visibility, the key is to understand where your audience is most engaged and create content that resonates with their unique interests.

As many brands are rethinking their strategies, looking at competitors’ actions can provide insights. However, with Twitter/X’s user base increasingly divided, and alternatives emerging, there are many options.

LinkedIn – with 310 million monthly active users – has grown significantly in relevance, especially for breaking news and professional content. The platform, once predominantly recruitment-oriented, has shifted to accommodate more timely news updates and personal stories, becoming a hub for both thought leadership and real-time communication, benefiting from Twitter/X’s declining influence. With 61 million LinkedIn users are senior-level influencers, and 40 million are in decision-making positions, it can become a powerful tool for companies looking to showcase their achievements and connect with stakeholders. 

Long-form content is also seeing a resurgence, with YouTube leading the charge. More people now stream YouTube on their TVs than Netflix, signalling a shift in how people consume content. Brands interested in creating longer form content, such as educational videos, behind-the-scenes content or thought leadership pieces, may find YouTube more fitting than a platform like Twitter/X, which traditionally favours bite-sized information. A recent study found that more than half (51%) of Gen Zers said long-form social content is one of their favourite formats, while just 40% of Millennials said the same. What’s more, longer videos are easier to monetise due to the ability to accommodate multiple ads, which means we expect to see more embracing this format.

Ultimately, the decision to stay on Twitter/X or migrate to other platforms requires a careful balancing act. It’s not just about ROI or ad performance; it’s about reputation management, your organisation’s goals, audience alignment and the broader values your brand wants to project. While it remains a powerful tool for breaking news and real-time engagement, alternatives like Bluesky, Threads and LinkedIn offer their own unique benefits. For some, the risk of alienation on X is outweighed by the potential for visibility. For others, aligning with the shifting social media landscape offers a cleaner path forward. Consider your audience’s habits, peer activity and where you can best align your brand values for long-term growth.

As the digital landscape continues to shift, staying agile and open to new platforms is key. Ultimately, understanding where your audience thrives and where you can engage most effectively will determine which platform is truly right for your organisation. It’s also important to consider what your team has the capacity for – creating content for multiple platforms can be challenging, time consuming and not always effective. We recommend that you secure a username on a platform and continue to monitor its evolution before you jump in with content.