After a significant withdrawal of brands from Twitter in 2022, there are signs of a gradual return to the platform now rebranded as X. Advertisers, particularly in the U.S., are carefully assessing the platform's evolving landscape before committing fully. Some, like Amazon, are increasing their ad expenditures once again, hinting at newfound confidence. Changes in content moderation practices across social media platforms have prompted brands to reevaluate their previous decisions regarding advertising on X, leading to a possible influx of ad dollars.
For now, this influx is coming from U.S. advertisers - and they're treading carefully. Or as one exec put it: "They're dipping their toes back into the water to see just how safe (or otherwise) it is."
I think for brands that are really looking to claw out stronger results from whatever their current mix is, [Meta's shift on content moderation] is going to prompt that conversation of 'did we walk away from X preemptively?', said VML's managing director Carolyn Rooke.
Musk now has the ear of President Donald Trump. He's suing some of the world's biggest advertisers for cutting their budgets on X. And the content moderation issues that sent brands running in the first place are hardly exclusive to X anymore.
According to The Wall Street Journal, the retail giant is ramping up ad spending on X now after slashing its budget more than a year ago.
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