It has been a year. Since April 2022, Twitter started its long journey to a place we still don’t know. With all the questions that the change raises, we constantly ask ourselves: Is X still worth it?
We have conducted a study that shows a decreasing trend in the reach and mentions of sustainability-related words among European political actors and influencers. There are many reasons for this decline: companies that left X because of conflict of interest with Elon Musk, users that don’t agree with his values, the emergence of new platforms, such as Threads, as well as changes in X’s algorithm due to recent platform updates.
We indeed see a decline on the amount of mentions and the reach of the conversation about sustainability in the Brussels bubble, but after looking more closely at other channels, the reach and number of mentions are still very big compared to the other channels. If we just look at the numbers, there are three reasons we can think of to keep using it:
- Even if the trend is going down now, we don’t know what will happen in the coming months. In this changing environment, letting down the audience before even knowing what will happen seems like a waste.
- The declining rate is not as big to stop using the platform radically. Looking at the graphs, after a year, the decrease in mentions and reach was not that big.
- The number of mentions and reach are still higher than on other platforms like LinkedIn or Threads, so even with the decline, there is still a high conversation about sustainability happening on X within the Brussels bubble.
In Sybaris, we usually vow to use this channel in combination with others, so it is possible to compensate, if needed, for visibility and engagement during the campaign.
We did observe, in some of the accounts regarding sustainability in the EU Bubble, a decrease in the Cost Per Click and an increase in the Click-Through Rate, which is good news, being used to LinkedIn campaigns with not much engagement and visibility, and quite expensive. This new trend may change the status quo of the channel mix in the coming months.
It will be in the coming months when we will be able to say where this trend leads. Stay tuned!