BUSINESS + ECONOMY

Major brands are not only pausing ads on Elon Musk’s X. They’re stepping away from the platform altogether

Nov 27, 2023, 9:00 PM | Updated: May 28, 2024, 11:59 am

Tesla CEO Elon Musk and his security detail depart the company's local office in Washington, U.S. J...

Tesla CEO Elon Musk and his security detail depart the company's local office in Washington, U.S. January 27. A number of media brands have not only paused their paid marketing campaigns on Elon Musk's X but have ceased posting on it altogether. (Jonathan Ernst/Reuters)

(Jonathan Ernst/Reuters)

Originally Published: 27 NOV 23 21:53 ET

Editor’s note: A version of this article first appeared in the “Reliable Sources” newsletter. Sign up for the daily digest chronicling the evolving media landscape here.

(CNN) — The exodus from X is bleeding beyond just major advertisers.

In recent days, a number of prominent media brands have not only paused their paid marketing campaigns on the embattled Elon Musk-owned social platform, but have ceased posting on it altogether, going silent on the once essential site that sought to be the world’s “digital town square.”

The flagship accounts belonging to Disney, Paramount, Lionsgate, Sony Pictures, Universal, and Warner Bros. Discovery (CNN’s parent company) have not posted on the platform in roughly 10 days, following Musk’s disturbing endorsement of an antisemitic conspiracy theory, which he still has not apologized for.

None of the studios commented on the record when CNN reached out for comment. But people familiar with the social media strategies of Paramount and WBD confirmed under the condition of anonymity that it’s no coincidence: the companies have made the active decision to stop posting under certain handles on X due to concerns, including brand safety.

The blackout on X extends beyond these companies’ corporate accounts, in some cases. For instance, the most high profile accounts affiliated with Disney have gone dark on X, such as @StarWars, @Pixar, and @MarvelStudios, which were previously posting multiple times a day on the platform to their millions of followers. Instead, these brands have switched over to the Meta-owned rival Threads, where they have started actively posting.

For instance, when “The Late Show With Stephen Colbert” on Monday shared the news that host Stephen Colbert would be off the air this week due to appendicitis, the program did so on Threads. Prior to Musk’s backing of an antisemitic post, Colbert’s show, however, was primarily active on X, regularly posting videos and other content. Now, the inverse is true.

When reached for comment on Monday, a representative for X did not directly address questions on the loss of the media behemoths on the platform, which must be setting off alarm bells inside the social media company. It is already quite bad for the struggling company to be starved of advertising revenue. It’s even worse if it is also starved of content, particularly from household entities that have helped make the platform the center of real-time discussion for years.

It is, of course, possible that these companies will reverse course down the road and resume posting and even advertising on the platform. It would not be the first time that has happened after advertisers have fled an outlet en masse. But it’s also possible that won’t happen.

With Musk at the helm of the platform for the foreseeable future overseeing the critical decisions that have led to a surge in hate speech (while also personally contributing himself to the awful rhetoric), the risk versus reward calculus on whether to engage with the company has taken a sharp nosedive. The situation is not dissimilar to when Tucker Carlson permanently chased most advertisers away from Fox News’ 8pm hour during his time at the network.

And if more companies and other notable figures abandon Musk’s platform for other social networks, it will extinguish the allure it once had, providing yet another reason for average users to ditch the troubled platform.

“Every day, more brands are waking up to the reality that Twitter is dead and X is a cesspool,” Platformer’s Casey Newton said. “The global town square is now dispersed across many different platforms, and increasingly the most relevant conversations are taking place elsewhere.”

The-CNN-Wire
™ & © 2023 Cable News Network, Inc., a Warner Bros. Discovery Company. All rights reserved.

We want to hear from you.

Have a story idea or tip? Send it to the KSL NewsRadio team here.

Business + Economy

Sugarhouse Barbeque is calling it quits and road construction is a big part of the reason, accordin...

Tammy Kikuchi

SugarHouse Barbeque Company closing after struggles with road construction

Sugarhouse Barbeque is calling it quits and road construction is a big part of the reason, according to General Manager Jeff Berg.

3 days ago

Have summer plans? Thinking about car insurance and safety might be a good thing this summer...

Josuee Sanchez

Summer car insurance and safety should be top of mind, expert says

Traveling over the summer can be fun, but it can also be a tough if you don't think about car insurance when making those plans.

3 days ago

a woman loads groceries into her car from costco, costco membership fees are increasing...

Sam Herrera

Costco raising membership fees for first time in seven years

Costco membership fees will go up by $5 for Gold Star and business members in September, the company said Wednesday.

3 days ago

A rendering of a proposed "sports, entertainment, culture and convention center" surrounding Delta ...

Andy Cupp

Several groups protest use of taxpayer money for SLC entertainment district

Many are voicing concerns with using taxpayer money to help fund the proposed entertainment district in downtown SLC.

4 days ago

Kem C. Gardner Policy Institute predicts economic output of 2034 Winter Olympics...

Mariah Maynes and Britt Johnson

Kem C. Gardner Policy Institute predicts economic output of 2034 Winter Olympics

SALT LAKE CITY– The University of Utah’s Kem C. Gardner Policy Institute predicted the 2034 Winter Olympics could generate $6.6 billion in economic output. In comparison, the last time Utah hosted the Olympics, it generated $7.5 billion.  The estimate comes in anticipation of the International Olympic Committee’s July 24 announcement of the host of the […]

4 days ago

A rendering of a proposed downtown redevelopment, including a "sports, entertainment, culture and c...

Larry D. Curtis, KSL TV

SLC Council votes to endorse downtown redevelopment plan with tax increase

The SLC City Council voted unanimously to recommend the proposed downtown redevelopment zone, which would require a 0.5% city tax increase.

5 days ago

Sponsored Articles

A young woman smiles while reading the menu at a lakeside restaurant, enjoying the panoramic view o...

Bear Lake Convention & Visitors Bureau

The best restaurants to try in Bear Lake

Save this guide to the best restaurants in Bear Lake when you need to find a place to dine during your next visit.

Female leg stepping on weigh scales. Healthy lifestyle, food and sport concept....

Health Utah

Sustainable weight loss: the science-backed way to achieve it

Learn more about Debbie's weight loss journey with Health Utah, who have a unique weight loss philosophy for success.

Underwater shot of the fisherman holding the fish...

Bear Lake Convention and Visitors Bureau

Your Bear Lake fishing guide

Bear Lake offers year-round fishing opportunities. By preparing ahead of time, you might go home with a big catch!

A group of people cut a purple ribbon...

Comcast

Comcast announces major fiber network expansion in Utah

Comcast's commitment to delivering extensive coverage signifies a monumental leap toward a digitally empowered future for Utahns.

a doctor putting her hand on the chest of her patient...

Intermountain Health

Intermountain nurse-midwives launch new gynecology access clinic

An access clinic launched by Intermountain nurse-midwives provides women with comprehensive gynecology care.

Young couple hugging while a realtor in a suit hands them keys in a new home...

Utah Association of Realtors

Buying a home this spring? Avoid these 5 costly pitfalls

By avoiding these pitfalls when buying a home this spring, you can ensure your investment will be long-lasting and secure.

Major brands are not only pausing ads on Elon Musk’s X. They’re stepping away from the platform altogether