According to X News Daily, X is developing a feature that will provide valuable insights to brands: data on when their audience is most active within the app. This information is crucial for optimizing posting schedules, maximizing engagement, and ultimately driving results.
While this may seem like a breakthrough, similar audience activity data has been readily available for years through various third-party Twitter/X analytics tools. These platforms have consistently proven the effectiveness of this feature, leaving many to question why X itself has been so slow to adopt it.
Until recently, X offered only basic analytics functionalities, hindering effective account management for brands. This changed somewhat with the rollout of advanced analytics for X Premium subscribers, but the delay in implementing such core features has been a cause for frustration.
Social media analysts often express concern about X's approach under Elon Musk's leadership. They argue that certain decisions, while seemingly innovative, ultimately hinder platform growth. This criticism frequently gets misconstrued as political bias, despite being rooted in years of experience observing similar strategies fail on other platforms.
For instance, in November 2022, an article outlined alternative monetization strategies for X beyond paid verification (X Blue Ticks). This practice, widely considered detrimental, has been seen as eroding the value of the platform.
The article highlighted the value of features offered by third-party tools:
In-depth competitor analysis and performance tracking
Tweet scheduling through management platforms like Hootsuite
Fast forward 18 months, and X is finally implementing these very features, functionalities demonstrably valuable to marketers. However, the delay may have come at a significant cost.
Many brands have already abandoned X as a viable marketing platform due to:
A reported 50% decline in ad revenue
A cautious return of some brands, but with significantly reduced spending compared to pre-Musk eras.
X's reputation has been tarnished by ongoing controversies stemming from Musk's leadership style. This has made the platform considerably less attractive to brands seeking a stable and positive online presence.
While the addition of audience activity data is a positive step, its impact may be limited. Brands may be hesitant to re-invest heavily in a platform with a perceived lack of stability and a potentially hostile environment.
The future success of this feature hinges on whether X can regain the trust of brands and create a more positive and predictable user experience.
While the introduction of audience activity insights is a positive development for X, it may be too late for some brands. The new feature will undoubtedly provide significant value for those who continue to use the platform, but rebuilding trust and attractiveness among marketers will be a challenging task.