At the start of January, we made a decision to effectively suspend our X account, other than
for training purposes, and to stop tweeting. We’re not the first user to make that decision
and I’m sure we won’t be the last but for a digital marketing agency, it’s a big deal.
We’ve actively tweeted since January 2012. In those 12 years, several lifetimes in digital
marketing, we have seen lots of changes. Amongst others, we’ve seen algorithm changes,
new tools and the arrival and departure of new platforms (anyone else remember Peach?).
We’ve seen rebrands and mergers and the increase and gradual takeover of video.
Throughout those changes Twitter has been a part of our social community but in the last 12
months things have changed.
Aside from the obvious name change, X just doesn’t feel the same as Twitter did. Its
reputation for being a negative space has increased. Our clients are also telling us that they
are increasingly moving away from X. Many of them have accounts but they haven’t been
active in a while and whilst they may not have closed their accounts they don’t intend to
increase their activity either. This is evident in our engagement rates which have dropped
massively.
We’re not saying that X couldn’t be a great platform for you and your business. Recent stats
tell us that X has 368 million monthly active users and it still generated $4.4 billion in revenue in
2022. X fans consume news, politics and current events and there are several special
interest areas that X thrives on. If that’s your field or X is where you can find and interact
with your audience then we can still help.
We just don’t think it’s the right platform for us. As X continues to change, how we feel
might change and we’d never say never, but for now we won’t be actively posting.
You can still find us on LinkedIn and Instagram where we’ll keep you up to date with
everything digital.
