Should Marketers Re-engage X in Their Social Strategies?

Following the highly publicised takeover and rebranding of the beloved platform, brands and creators began a mass exodus. At its peak in 2024, Twitter lost 2.7 million active US users in two months. But did the platform die a death?

Undoubtedly, the platform has faced turbulence. Yet there are signs of a turn in Europe. The latest DSA Transparency Report shows X gained users in the region, adding over 7 million monthly active users in the most recent period (April–June 2025), bringing total active EU users to 102 million. This data suggests communities, particularly in Europe, are returning to the platform, though with cautious optimism, given the long, steady decline since 2023.

The opportunity remains. Engagement on X persists, and active users haven’t vanished, even as brands and creators paused. X still preserves many of its founding principles and offers a space for communities to show up and interact in ways that few competitors can match, unlike Threads, Bluesky, and others introduced in recent years.

In its heyday, X was the home of trend-led social content, witty copy, and meme culture. A resurgence in active users could herald a new era for the platform, re-establishing audience trust in a text-led conversation hub.

So, the answer is simple...

Your brand should be on X if your audience is there, backed by a platform-native strategy that serves as an extension of your social outputs across the broader ecosystem. Lean into audience insights to understand whether your people are present, and plan strategically.