Recently, The Guardian announced it would no longer post on X, citing concerns over platform moderation, a shift in audience behaviour, and brand safety. This decision is part of a broader shift, with more organisations re-evaluating their presence on X. As prominent businesses exit, PR professionals are asking: Is X still worth the investment?
Key Organisations Leaving X
The Guardian’s departure adds to a growing list of notable exits from X. National Public Radio (NPR) and PBS left the platform after being labelled “state-affiliated media”, a designation they felt jeopardised their editorial independence. Similarly, the Australian Broadcasting Corporation (ABC) reduced its presence, now maintaining only a few accounts on X while focusing on channels like Instagram and TikTok, where engagement remains strong .
Major tech companies have also scaled back on X. Sony recently removed X integration from PlayStation consoles, following Microsoft’s earlier decision to disconnect X from Xbox and Windows Game Bar. Blizzard Entertainment similarly withdrew X integration for World of Warcraft, citing changes in X’s API policies and higher costs .
Audience Shift to Alternative Platforms
In light of the recent U.S. election, X is seeing an uptick in users migrating to other platforms like Bluesky. According to The Guardian, concerns about Elon Musk’s direction for X—including his comments on politics and moderation policies—have driven many users to Bluesky, which provides a more balanced, moderated environment. Co-founded by former Twitter CEO Jack Dorsey, Bluesky has attracted many who once used X for news and discussion but now seek alternative spaces.
Evaluating X’s Value for Audience Engagement
While X remains valuable in certain circles, its reliability as a platform for broad engagement is in decline. Increased misinformation and policy changes have led Politifact’s audience engagement editor, Josie Hollingsworth, to urge journalists and newsrooms to seek alternatives. Many media outlets are now focusing on platforms like LinkedIn and Instagram, which offer more controlled environments for audience interaction .
Adapting Content Strategies on X
For brands staying on X, adjusting content strategy is crucial:
- Focus on Neutral, High-Value Content: Providing informative, neutral content can reach audiences without engaging in divisive discussions.
- Diversify Across Platforms: With X’s unpredictable environment, a multi-platform approach that includes LinkedIn, Instagram, and newer options like Bluesky helps maintain consistent reach and minimise platform risks.
- Avoid Controversial Topics: To protect brand integrity, it’s wise to focus on thought leadership and industry-specific insights.
Preparing for a Multi-Platform PR Landscape
With a growing number of respected organisations moving away from X, diversifying platform strategies is becoming essential for protecting brand reputation and reach. NPR, ABC, and now The Guardian have redirected focus to alternative channels, and brands that adapt proactively will be best positioned in this shifting landscape.
Tips & Hints 