Twitter Is Now X. What Else Has Changed for Marketers Over the Past Year?

A lot of evolution has taken place since Elon Musk acquired Twitter. Whether you’ve been excited about it or cursed the gods of social, it’s been challenging to keep up with all the changes even within the past year.

So we wanted to revisit what’s going on and where we all stand on Twitter, or now X, but we’ll get to that. Since no social platform exists in a vacuum, we’ll check out how the competition has reacted to Musk’s recent decisions. After that, we’ll go into all the technical, legal and societal aspects that might affect whether you should stick around or explore other platforms for your marketing efforts.

What’s Twitter’s Competition Doing?

Even after Elon Musk’s acquisition of Twitter, with the instability that portended, it was still easy to feel like there simply wasn’t an alternative. That’s only natural considering we’re talking about the de facto standard platform for countless journalists, comedians and brands for years. The platform was so influential that it had its content archived by the Library of Congress until 2017.

When new platforms tried to take Twitter’s place, many users remained hesitant. A significant portion of those who decided against Twitter fled to Mastodon first, causing several surges in platform activity, the latest one being in July. Still, for a lot of non-technical users, the fediverse rival seemed difficult to use, which often led to doubt about whether it could really replace Twitter.

In the meantime, we’ve seen countless ...