As the big ‘X’ debate continues, we’ve been keeping a close eye on why people are choosing to stay or close their accounts on the platform that once donned the blue bird. Here’s our thoughts...
The app claims approximately 250 million daily users in 2024, but recent world events and the hateful commentary that has accompanied them has tipped many users over the edge. And, while its popularity may not be rising, it’s hard to say if it is yet to experience a steep rise in terms of the closure of accounts or whether people will become silent scrollers.
Historically, the app has provided people with a great platform to connect over expertise, shared interests and news. But recent changes have raised important questions about free speech and the abuse thereof.
Using the app as a professional tool is still important to many in our industry, not least journalists. It remains a good way to connect and scan, with ease, for topics that are creating a buzz. But while it can be great for us comms professionals looking to land a good story and strike up relationships with fellow professionals, many people simply use it as a news source, which presents an ethical dilemma.
Having recently just set up a new account on X (for professional purposes only) it’s hard not to get sucked in to the negativity that plagues our newsfeeds. However, the ‘bubble effect’ generally works both ways, with users being able to select the accounts they follow and therefore the content they primarily see.
On top of this, the block and mute buttons can be effective, should users want to continue utilising the app for whatever purpose they need.
In a previous blog, we spoke about how Threads is ready and waiting in the wings for brands, should they decide to focus their social media efforts elsewhere.
Threads, just like Instagram and LinkedIn, could be a solid and reliable social platform for brands in the not-so-distant future. Which is why we suggest setting up your Threads profile early on — ‘just in case’. Take the rise of TikTok as an example, some of us weren’t on board with the platform to start with and now look, those who adopted their short form video-making strategies early on are reaping the rewards.
It's almost never the case that a business chooses one social platform and solely sticks to it. Your audience uses different channels to consume different types of content, which is why we always suggest having a mix of channels to target your audience. So, perhaps X is here to stay, but that doesn’t mean Threads won’t have its time in the spotlight.