The situation around social network X and advertisers may get even worse. According to a new report from marketing analytics company Kantar, marketers’ confidence in the platform is incredibly low now, which will result in lower ad spend. This is reported by Advanced-Television.
It is reported that 26% of marketers have declared their intention to reduce advertising spending on Elon Musk’s platform in 2025. The main reason is that marketers’ trust in X has dropped significantly over the past years.
As of 2022, the trust in Twitter among marketers was 22%, and by 2024, this figure had almost halved to 12%. Only 4% of advertisers say that advertising on X ensures brand safety.
According to Goncha Bubani, Director of Global Media Leadership at Kantar, in order for a platform to be able to advertise, the platform must ensure the safety of the same brand’s image.
In the case of Musk’s social network, where propaganda, racism, sexism, and even defense of Nazism are actively spread, and the platform itself can undergo constant unpredictable changes due to the whims of the CEO, it is very difficult to ensure this security.
Big brand advertisers prefer other platforms, with YouTube being the most popular. The top five also includes Instagram, Google, Netflix, and Spotify.
At the same time, consumers also distrust Musk’s social network and prefer advertising on Amazon, TikTok, Instagram, Google, and Netflix.
In general, such changes can theoretically have a positive impact on users, as there may be less advertising. However, there is another side to the coin – the platform may become overwhelmed with low-quality or outright fraudulent advertising.
At the end of 2023, many advertisers began to leave X, and Elon Musk told them to “go fuck yourself.” When the boycott from advertisers grew more serious in 2024, the company began to sue them.
