The communications platform X, which has become known as Twitter, is losing ground among companies in Germany. Since the takeover by tech billionaire Elon Musk a good year ago, 43 percent of companies say they have published fewer posts there or have stopped posting their own posts entirely.
This is the result of a survey of more than 600 companies in Germany with 20 or more employees, which was commissioned by the digital industry association Bitkom. Among the companies surveyed, there were 192 companies that had their own profile or account on X – that corresponds to a share of 32 percent.
The survey was carried out by Bitkom Research in August and is representative. The Musk takeover has no impact on a good third of the companies active on X: 36 percent of the companies publish to the same extent as before. 9 percent even post more posts or only started doing so after the Musk takeover.
The survey also reveals a trend that can be seen internationally: X is losing importance as an advertising platform compared to the old Twitter days. According to this, 36 percent of companies that use X have placed fewer or no longer paid ads there since Musk took over the platform. 21 percent are running ads to the same extent as before, 3 percent have increased their advertising efforts on Twitter or only started doing so after the takeover. 29 percent generally do not advertise on Twitter, i.e. neither before nor after the takeover.
Bitkom Managing Director Bernhard Rohleder sees the changed framework conditions as the reasons for the negative trend: “The increase in fake news, the increase in hate speech or the expression of sometimes extreme political attitudes have apparently led to massive uncertainty in many companies,” said Rawhide.
Some companies are even considering completely deleting their own company profile. According to the survey, a total of 21 percent of companies in Germany that use X are planning or discussing completely removing their company account or company profile there. For 71 percent, profile deletion is not currently an issue, and 8 percent do not provide any information about it. However, for some companies, X continues to be very important: for 43 percent of companies that use the platform, it is an important communication channel.
Since Musk bought Twitter for around $44 billion at the end of October 2022, the service has been struggling with revenue problems, among other things. Musk admitted in August that advertising revenue remained half of what it was before the acquisition.
2023-10-06 05:12:17
#Companies #scaling #activities #TwitterX
