Musk’s X Sees Advertisers Return As Political Tides Shift

High-profile brands like Disney, Comcast, and Lionsgate are back on X, marking a significant victory for the platform following a prolonged advertiser boycott. Their return follows President-elect Donald Trump’s victory and Elon Musk’s growing role in Washington.

In 2023, advertisers paused campaigns on X after left-wing activists criticized the platform for failing to censor “hateful” content. This led to a 98% drop in ad spending, with brands contributing just $3.3 million in the first nine months of 2024, down from $170 million in 2023.

Industry experts say Trump’s win and Musk’s role as co-leader of the Department of Government Efficiency have influenced the reversal. Companies are reportedly using ad spending on X as a way to align with the incoming administration. “Sending ad dollars to X may be seen as good for business,” said Max Willens of Emarketer.

Reports from The Financial Times suggest brands see Musk’s ties to Trump as an advantage, particularly for those seeking government contracts. Musk’s leadership role under Trump has positioned him as a key figure, making X a strategic platform for advertisers.

Despite the challenges, Musk remained steadfast during the boycott. In November 2023, he told advertisers critical of X to “go f–k yourself,” signaling his refusal to bow to their demands. Musk had predicted that a Trump victory would end the boycott, a prediction now proving correct.

The return of major advertisers to X underscores the shifting priorities in a changing political landscape, with Musk and Trump’s alliance playing a pivotal role.

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