As X’s turbulence continues, can alternative social platforms catch marketers’ attention?

For as many jokes that were made about X (formerly Twitter)’s proverbial funeral when Elon Musk bought the platform, the bird app has yet to see the final nail in its coffin.

Back in 2022, on the heels of the platform’s fallout in the Musk era, a number of competitors sprung up, looking to cash in on the platform’s fledging audience. Initially, there was significant momentum built around decentralized social media platforms like Bluesky, created by former Twitter CEO Jack Dorsey and Mastodon. Threads, Meta’s direct response to X’s flailing, was said to be the app that would outright kill X.

Back then, marketers weren’t sold, saying that no other platform could recreate the monoculture moments and town square nature that Twitter instilled in users. Today, that still stands as part of the media mix, useful for social listening and organic strategy, especially around live, mass-watched events like the Super Bowl, Olympics or major award shows.

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