David Bridges
Even in the face of losing millions of users to competing applications, experiencing significant declines in advertising revenue, and grappling with challenges in developing a robust library of original video content, X remains steadfast in its message that everything is progressing positively. In fact, the platform is asserting that its current state is better than ever as it embarks on a rebranding journey, attempting to reshape the former bird app into something entirely new.
This week, X has once again emphasized its purported success throughout 2024, even though numerous indicators suggest that the platform may be headed for a considerable financial downturn this year. Despite these challenges, X continues to proclaim a narrative of triumph and resilience.
According to statements from X:
“X has not just evolved: it has transformed into a powerhouse of engagement and meaningful conversations. As a result, the advertisers that returned in 2024 are showing signs that they are here for the long haul!”
While it’s difficult to ascertain how advertisers demonstrate their long-term commitment, X has released some new data and insights that it claims indicate a positive trajectory for the platform. However, skepticism remains regarding the validity of these claims.
To begin with, X asserts that video views have significantly increased this year, a statistic that has been shared previously.
“UAS,” or user active seconds, is a metric that raises eyebrows and has been examined more thoroughly in prior discussions.
X also claims to be gaining traction with Gen Z users, stating that this reflects the strides made in fostering long-term success for the platform by delivering content, community engagement, and innovative features aimed at this emerging demographic.
However, the following chart:
lacks clarity without further context or a reference to the source. Is the implication that Gen Z users who engage with X daily are also logging into these other applications at similar rates? If so, this does not serve as a strong endorsement for any platform, and if the assertion is that all users of these other applications also log into X daily, that claim is dubious. X’s daily active usage figures are notably lower than several competing apps.
Furthermore, X asserts that it has introduced a plethora of “game-changing” innovations this year:
This assertion raises eyebrows, as X has repeatedly claimed to be innovating at an unprecedented pace, supposedly breaking industry standards with its new releases. However, the fundamental nature of the platform remains largely unchanged from its days as Twitter, and most updates, apart from Community Notes, are not significantly different from features introduced by other social media applications.
Moreover, it’s worth noting that Community Notes was already a part of Twitter, so it’s not truly a new addition. While X emphasizes its shift in strategy and rapid innovation, there have been no landmark advancements in the app. The ongoing loss of users suggests that many others share this sentiment.
Additionally, X has been vocal about its push for original content:
“With exclusive content as one of our key drivers, we raised the bar this year through our Originals on X series. The mission is clear: we’re creating long-term value attracting new users to experience exclusive content only here. Projects like The Offseason, the All In Boston Celtics docuseries and collaborations with cultural icons like Jim Rome captured audiences and drove deeper engagement across the platform, proving that storytelling on X was a big hit in 2024.”
It seems that X was hoping Linda Yaccarino’s extensive experience and connections from her years at NBCUniversal would lead to a robust lineup of new programming for the platform. However, the outcomes so far have been rather underwhelming. X has secured content deals with personalities such as Paris Hilton, a lesser-known Kardashian, The Big 3, and several right-wing commentators who had previously been marginalized by mainstream media. These partnerships have only resulted in a handful of shows.
Perhaps X will enhance its original programming efforts in 2024, but producing merely five exclusive originals for an element that is touted as a “key driver” is hardly impressive.
X has also unveiled a list of the most engaged “gold verified brands”:
These gold verified brands are the ones investing heavily in the platform through X’s verification program.
Notably, SpaceX appears on this list, but that hardly comes as a surprise.
X has also provided details on the most discussed topics within the app:
Sports continues to be a significant strength for X, with countless sports enthusiasts now relying on the app to stay updated with the latest news and follow comments during live events. Without this critical aspect, X would likely face severe challenges. Yet, the platform persists in framing its difficulties as successes.
Though one might wonder, what else can it do?
Despite my evident skepticism, it’s worth recognizing that X remains a relative success. The platform’s ability to survive with an 80% reduction in its workforce without collapsing entirely is noteworthy, regardless of the circumstances. Additionally, it claims to have over 570 million users, which constitutes a substantial audience. Despite the emergence of new competitors, X continues to serve as an essential connector for numerous communities, providing value to many brands and advertisers worldwide.
In relative terms, X is managing to hold its ground, even though it appears to be poised for a financial loss this year. I understand the necessity of presenting a positive outlook, but the excessive optimism and frequently misleading claims do little to foster trust and confidence in the platform.
Essentially, X is amplifying claims that may be inaccurate or selectively presented. While it does not need to acknowledge every negative aspect, for a platform that often criticizes others for promoting fake news, this inconsistency presents a flaw in its communication strategy.
Each time X makes one of these claims, it raises questions about the validity of its other data points.
However, I believe there will be opportunities for brands within X in 2025, assuming that’s where their audience remains engaged.
If X continues to operate, which I suspect it will (barring unforeseen circumstances).
Maya Kensington
Mason Thompson
