Over 100 retail brands with millions of followers (130M+) have barely posted on the new X platform (formerly Twitter) in July 2024, suggesting a mass exodus after Elon Musk’s takeover and rule changes. This follows the departure of major retailers like H&M and Macy’s in late 2022.
To investigate brand behavior on the new X platform, we analyzed 100 brands to understand their engagement strategies:
- Combined Followers: 130 million+
- Posting in July: 50 brands (PlayStation led with 103 posts)
- Total July Posts: 845 (far below recommended frequency)
- Active Posters (10+ posts): Only 24 brands
While many brands seem to be not actively engaging on X, a few stand out:
- Chanel: Despite having a large X following (13.2 million, 3rd largest), they haven’t posted since leaving the platform in 2022. Their focus is on other social media channels with a combined 85 million followers (Instagram, Facebook, YouTube, LinkedIn).
- The Home Depot: They ran a “Halloween in July” campaign with 24 posts generating decent engagement (754k impressions, 4.8k likes, 1.3k comments) but the value is debatable (impressions potentially worth $7,540).
- Magic Spoon: This cereal brand seems to be ignoring X despite good engagement (over 8,200 impressions on last 5 posts, nearly half their follower base sees each post). They appear to be more successful on Instagram (average 7,670 views per reel, only 2% of followers see each post).
- PlayStation: They are the most active brand on the list, averaging 5 posts per day (similar to high-profile accounts like Elon Musk and UEFA Champions League). Their posts are mostly videos, which might be the best performing format, and generated nearly 1.6 million impressions in less than 24 hours.
Despite the silence from some major players, X’s engaged user base hints at a social media opportunity for retailers willing to invest time and effort in crafting the right strategy.
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