November 2, 2023

X-ing out Twitter: Does Twitter need a replacement?

Explore the ongoing debate about the future of Twitter and whether it's time to seek an alternative. Discover key takeaways from a recent roundtable discussion, including the challenges Twitter faces and the uncertainty surrounding potential replacements. Stay informed about the best strategies for using Twitter while avoiding costly features.

Social Media
Marketing & Communications

By Meghan Hess, Director, Digital for Campaign Legal Center

Are we ready to 'X' out Twitter? Does it need a replacement?

This question has been on our minds since a new owner walked into then-Twitter HQ with an actual kitchen sink in his hands just over a year ago.

Digital comms professionals have weathered the many, many changes over the past year, and today we hosted a roundtable at Campaign Legal Center on what's next for the once-beloved platform.Here's what we learned:

Takeaway #1 – You’re not alone! Nobody is happy with the state of “X, the platform previously known as Twitter” (a characterization still in use by many media outlets). But despite declining functionality, a poorly executed re-brand and the problematic platforming of entities/individuals widely regarded as morally suspect, few are willing to leave the platform altogether because key audiences are still using X, including reporters and politicians.

Takeaway #2 – What about the alternatives? Everyone is intrigued but unsure about the ability of any one of the rising X competitors as a replacement. Some organizations are enjoying success with Threads, the Meta-based platform that was hurriedly launched back in July, but questions remain about the degree to which target audiences will move en masse to this platform, or whether we are moving into a period resembling the pre-Facebook era, when niche platforms evolved to serve specific audiences. Using email to connect with audiences could see a renaissance.

Takeaway #3 – If you’re not leaving Twitter what’s the best approach to using the platform? The consensus seems to be avoiding contributing to Twitter’s bottom line by using features you have to pay for. Do not engage in paid tweet campaigns. Do not pay for verified status (although that status is missed by many as a way to know WHO you are amplifying). Try to keep tabs on your target audience to make sure they are still on the platform and to make sure your messages are getting to the right people