Twitter, launched in 2006 by Jack Dorsey, allowed open interaction among users, unlike platforms like Facebook. However, Elon Musk's acquisition in 2022 has led to significant turnover, company departures, and rising concerns over harmful content proliferating on the platform. Reports indicate a doubling of antisemitic posts and a noticeable influence on public opinion, particularly in the UK with regard to political issues. The transformation of Twitter into 'X' has raised alarms among brands about associating with controversial content.
"If you were a brand that wanted to be part of any cultural moments that were happening, Twitter was a great place to be," says Alex Wilson.
"There is no doubt that Musk's ownership of X is having an impact on public opinion in the UK," says Luke Tryl from More In Common.
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