X’s recent decision to rejoin the World Federation of Advertisers’ ‘Global Alliance for Responsible Media’ signifies a renewed commitment to brand safety. Following Musk’s takeover at the app, X had drifted away from GARM, resulting in a significant departure of Twitter’s brand safety team. This move had raised concerns about X’s dedication to upholding the parameters set out in the GARM guidelines. However, with its reinstatement in the alliance, X is looking to re-establish its commitment to addressing the challenge of harmful content on digital media platforms.
X’s struggle to maintain its brand safety credentials has been evident in its declining ad revenue since the acquisition. Many brands have been hesitant to return to the app due to concerns about offensive content and negative brand association. Reports have suggested that X allows more hate speech and conspiracy theories to proliferate, leading advertisers to reconsider their ad spend on the platform. Elon Musk’s controversial presence on X, with his amplification of conspiracy theories, further complicates the issue.
X’s user base of 250 million daily active users, while substantial, pales in comparison to other social media platforms like Instagram, YouTube, Facebook, TikTok, and Snapchat. The lack of significant growth in the user base since Musk took over poses a challenge for attracting advertisers. Musk’s projection of reaching 600 million daily active users by 2025 seems unlikely given the stagnant growth rate. Without a substantial increase in user numbers, X may struggle to compete with other platforms for ad spend.
In an attempt to revitalize its ad business, X is banking on initiatives like X Payments and xAI’s Grok chatbot to drive growth. While these efforts may not lead to exponential growth immediately, they represent X’s hope for the future. The combination of enhancing brand safety partnerships, participation in frameworks like GARM, and fueling user growth are crucial for X to attract advertisers and maximize ad intake. The road ahead is challenging, but by aligning multiple factors, X can rebuild trust and enhance its brand safety efforts.
X’s recommitment to the Global Alliance for Responsible Media is a positive step towards enhancing brand safety on the platform. However, the challenges lie not only in maintaining a safe environment but also in attracting advertisers through user growth and innovative strategies. By addressing these issues comprehensively, X can rebuild trust with ad partners and secure its position in the competitive digital advertising landscape.