X has been in constant motion since Elon Musk's takeover. Should your organization move along with it, or is it time to pack your bags? This question is preoccupying many brands and institutions now that the platform is changing and users, such as NS (Dutch Railways), municipalities, and universities, are leaving.
This blog in 20 seconds:
X is losing a substantial number of users in Europe, including in the Netherlands.
Many organizations (NS, University of Amsterdam, municipalities) have already left.
Reasons: harsher tone, less moderation, and concerns about brand image.
Alternatives such as Threads and Bluesky are quickly gaining ground.
The choice of platform has now truly become strategic.
Stay or go: what should you do?
The big question, of course, is: is X still the right place for your organization? Unfortunately, there is no simple yes or no. The answer depends entirely on your specific goals, your target audience, and the values you want to convey.
Are you still reaching the people you want to reach?
Take a critical look at your current X strategy. Are you still reaching the people you want to reach? Does the atmosphere still feel right? Does the platform still align with what your brand stands for? If you notice that engagement is dropping, your message is getting drowned out, or you feel uncomfortable with the direction of X, it is likely time to seriously consider alternatives. That does not mean you have to leave tomorrow, but it does mean you need a plan B (and C). The most important step is to make a conscious choice, rather than passively hanging on.
Why the doubts about X?
Ever since Elon Musk took the helm, much has changed. The promise of an 'everything app' may sound ambitious, but the reality is more stubborn.
The tone is hardening: many users are experiencing an increase in hate speech and disinformation. Moderation has been significantly scaled back; for example, there are no longer any Dutch-language moderators. This makes it a less pleasant and sometimes even unsafe environment.
Risks to your brand: do you want your logo to appear next to extremist content? Brands like Apple, IBM, and Disney have already paused their advertisements due to these 'brand safety' concerns.
Principled objections: (semi-)public organizations, such as municipalities and universities, are grappling with the course of X. They wonder whether they should still be present on a platform that sometimes clashes with democratic values.
Users are walking away: the numbers don't lie. In the EU, X lost 13% of its users in six months' time (October 2024 – April 2025). In the Netherlands, nearly 900,000 users disappeared during that same period. Organizations such as NS, ProRail, various universities, and media outlets have already closed their accounts.
What are the alternatives?
Fortunately, the world doesn't stand still. The 'X-odus' has given other platforms a boost:
Threads: launched by Meta (the company behind Facebook and Instagram). It rides on the massive reach of Instagram and is growing rapidly.
Bluesky: closely resembles the old Twitter, but is 'decentralized'. This means it is not owned by a single company. Popular among journalists and academics.
Mastodon: also decentralized and without ads. It is somewhat smaller, but has a loyal user base that values privacy and an open structure.
And let's not forget the established names: LinkedIn remains crucial for professional communication, while Instagram and TikTok serve their own, often younger, target audiences.
How do you make the right choice?
There is no one-size-fits-all solution. The social media landscape is fragmented. To make the right choice, you need to ask yourself a few fundamental questions:
1. Who do you want to reach? Where is your target audience online right now?
2. What do you want to say? What type of content fits your message?
3. What values do you convey? Which platform aligns with the identity of your organization?
4. What resources (time, money, people) do you have? Is it realistic to manage multiple channels?
Perhaps the answer is not another social platform, but rather strengthening your own channels. Think of your website, your newsletter, or your own online community. That way, you are less dependent on the whims of external platforms.
And X itself?
Strangely enough: despite the declining user numbers, X's parent company remains commercially interesting. By focusing on subscriptions, data sales, and AI services, its value was recently estimated again at the original acquisition amount of 44 billion dollars. Fewer users therefore does not automatically mean less influence or value.
What it's really about
The developments surrounding X show how quickly the digital landscape can change. Choosing a social media platform is no longer a minor detail, but a strategic decision that touches the core of your communication and reputation.
The question is therefore not just: “Do I stay on X?”. The real question is: “Where do I want to be heard as an organization – and why?” Think carefully about that, make a conscious choice, and be ready to adapt when the world changes again. Because it certainly will.
Need advice?
Curious about how we help brands with their channel strategy or struggling with the choice regarding X? Let us know in the comments or send us a message. We'd love to share our thoughts.
