I know, I promised to write more about the Oreo case. But, the result was so disappointing (expected) that I lost my interest in it. Sorry, folks.
Source: The GIPHY
Now, my shift has changed to the latest movement that is happening on X (formerly Twitter). I will keep writing "formerly Twitter" because it makes me happy to read it out loud. Good times.....We know the ever-changing social media game, we are all players at some level. I am on both sides of the medallion. User and marketer, tough one. Anyways, surely you've read companies like The Guardian and NPR deciding not to publish on X anymore, citing its toxicity. After the elections, there was an influx of users moving to Bluesky, abandoning X. But, after 2 years, we still see that none of the alternative social networks are close to X's dominance.
Immediacy, direct engagement, unique way to capture cultural moments, momentarily reactions... All these features made X a powerful platform for years. Nobody could deny that. However, as the platform evolves, we as marketers started to consider whether it remains the best fit for their goals. But, I am also obliged to offer objective consultancy to any client who would come to me for advice. I can not possibly say: "Yes, let's go with Mastadon because the engagement is guaranteed". But what I can say is this: "Ok, this is what is happening on X, this is the demographics, and here are the safety concerns". And then let the brands decide themselves whether to be on it or not.
We've seen that new Gen Z is moving also to platforms that promise a decentralized and ad-free experience. But, yet, many still stay on X for the obvious reasons: established presence, advertising ROI, and cultural relevance. The challenge is not for users, is for the marketers indeed. The question is not to leave X or not, is to decide how to allocate resources effectively. Going to a new house should not mean that you need to close the old house. But perhaps you will need to stop buying new furniture for a while and see how the new house feels.
Should you stay or should you go? Something to think about. Only time will tell. Let's close the Friday with the iconic song from The Clash.
Source: The GIPHY
Comments