Last week, Elon Musk endorsed an antisemitic post on his Twitter (will not call it ‘X”) platform. The backlash was immediate. Advertisers flocked away from the site. To rehabilitate his image, Musk went to Israel this week. He met with Netanyahu and toured a kibbutz that had been attacked on October 7.
However, things are getting worse for Musk, on twitter. Advertisers are not just leaving Twitter, they are not even tweeting on twitter. No Twitter no tweet. Advertisers such as Disney, Paramount and Sony Pictures have gone dark since the Musk endorsement. As a specific example, the ‘Stephen Colbert Show’ was a major user of the Twitter platform. Colbert had to cancel his shows this week due to a ruptured appendix. He announced it on Threads but not on Twitter.
As one Social Media Platform expert put it,
“Every day, more brands are waking up to the reality that Twitter is dead and X is a cesspool. The global town square is now dispersed across many different platforms, and increasingly the most relevant conversations are taking place elsewhere.”
With rockets exploding and Twitter imploding, Musk is in for a rough ride.