Business
Is X Advertising Worth It in 2024? …Probably Not.
It was just a week ago that X chair Elon Musk told former X advertisers like Disney and Apple to “go f*ck themselves.” And in a shocking twist, it didn’t bring them back.
This all marks a dramatic turn the-artist-formerly-known-as-Twitter has taken over the past year. At the start of 2023, advertisers were bullish that the richest person in the world could turn the stagnant social network around. Now, the opposite seems increasingly likely.
As we enter 2024, many advertisers are asking the question: is advertising on X still worth it? Let’s take a look.
The war on X advertisers
(Image source: The New York Times)
The problems started almost as soon as Musk’s deal to buy Twitter closed. By November 2022, NPR reported that they’d lost 50 of their top 100 advertisers. By February, more than 500 of the top 1000 had left. Their concerns included impersonation, staff shake-ups, reinstating banned accounts, and more.
Amidst all this, Musk made efforts to stem the bleeding, including offering flashy deals for advertisers and, eventually, hiring Linda Yaccarino to take over as CEO.
But at the same time, he lashed out at those who’d left, threatening them with lawsuits and accusing them of “[hating] free speech in America.” This cycle continued throughout 2023.
Things took another turn in October when Musk personally endorsed an antisemitic tweet accusing “Jewish communities” of promoting “hatred against whites.” Musk has apologized, but has not deleted the endorsement.
This seems to have been the final straw for many major advertisers, including Disney and Apple. Musk seemed pessimistic at the NYT DealBook Summit, saying these advertisers would likely kill the company.
What marketers are saying
Marketing consultant Lou Paskalis told the New York Times that those who’ve left X won’t be returning. “There is no advertising value that would offset the reputational risk of going back on the platform.”
Other outlets report the same. Companies feel that X advertising could stain their reputation—if not now, then the next time Musk starts a fire.
Penji is a leader in the design-as-a-service industry, offering creative services to businesses and agencies at a subscription rate. We spoke to Harper Goldman, a senior member of Penji’s marketing team, to get insight into how the marketing industry is responding.
“On the one hand,” she says, “of course the advertisers were going to leave. That’s the whole tension of the internet. The less rules you have, the less money you make.”
“On the other hand, Apple pulled out before, and then they came back. I don’t think any company’s actually faced blowback for advertising on Twitter—it’s still seen as a regular social network—so if there’s money to be made, they’ll probably be back.”
That raises the question: is there money to be made?
Is X advertising worth it in 2024?
Look, in light of Musk’s statements, we’re not gonna tell you you should advertise on X. But there may be some upside.
When a majority of top advertisers leave a platform, it creates a lot of cheap inventory. CPMs for advertising on X have reportedly been slashed since Musk took over. The platform still gets a ton of traffic, so making use of it can be a way to stand out… if you want that kind of attention.
Here’s the thing: the downside of X isn’t just association with Musk. Musk’s takeover has led to a huge spike in stolen content and impersonation, which the dwindling moderation team struggles to keep up with.
As it becomes a less reputable platform, less reputable brands have flocked to it. This means that advertising on X can mean sharing space with sketchy brands, criminal activities, and yes, more bigotry than ever before.
The bottom line: Advertising on X is high risk. There are bound to be more controversies to come, and most advertisers would rather get out now than wait for the other shoe to drop. It can also be high reward, so it’s up to businesses to decide what risks they’re willing to take.
What other options do marketers have?
“Twitter was never a huge part of our strategy,” Goldman admits. “Or a lot of our clients, for that matter. The reporting is not good, the targeting is not good, there’s a lack of control. And Facebook and Google have so much control and so much reporting that there’s really no contest.”
This is another piece of important context. Twitter wasn’t an important platform for most brands, and its appeal was always niche. While it’s a highly trafficked website, it wasn’t great for advertising to begin with.
At Penji, whose target audience is marketers and agencies, shakeups at X haven’t made much of a difference. “The only difference is that it’s in the news. People are talking about it. But that doesn’t mean they want to use it.”
Conversations around X have shifted from “Can Musk turn it around?” to “Can he control the damage?” The platform is still leaking brands and users, and people are starting to wonder how long it can stay afloat.
Our recommendation? The social media landscape is changing fast. Stay on top of new trends. There’s still money to be made in X advertising, for now. But don’t say we didn’t warn you.
TLDR; If you need a logo design agency in New York, check out Penji, MBLM, Rootless Agency and Catchword for excellent branding, graphic design, and logo design for your aviation company to stand apart.
Did you know that 60% of consumers are more likely to purchase from a brand they recognize, and 50% say they’re more likely to use a company with a logo they know? Your logo is the face of your business—it’s your first impression, lasting memory, and a powerful symbol of everything you stand for. Get it wrong, and your brand could struggle to make an impact. Get it right, and you create instant recognition and trust.
If you’re searching for the best logo design agency in New York, you’re in the right place. Below, we’ve highlighted four standout agencies known for exceptional branding, each with unique strengths, pricing, and creative approaches.
1. Penji
Penji is a design-as-a-service agency which offers unlimited graphic design through a subscription basis. They don’t just create logos for their clients, but they are a full-service agency as they also offer branding, web design and more.
Pros:
- Penji offers unlimited design requests with quick turnaround times
- Penji also offers a dedicated design team just for you
- The designs you receive are cost-friendly
- Penji emphasizes brand identity
Cons:
- Turnaround times may vary based upon complexity of work
- They are not as personalized in approach as agencies that are boutique
- They focus on companies which require routine graphic design work
If you want to work with a logo design agency in New York that is budget-friendly but flexible, Penji is the agency to go with.
2. MBLM
MBLM is a branding agency that is full-service and works beyond logos alone. They focus on strategy and creativity and establishing an emotional connection between brand and consumer.
Pros:
- MBLM is knowledgeable about branding and strategy
- The agency has experience with enterprise-level clients
- They take a holistic approach to logos and branding
- They utilize deep research for their designs
Cons:
- They may not be friendly to small businesses regarding costs
- Their timelines may be long as they use complex research methods
- Their approach to branding is unique and thorough
If you want holistic branding along with a logo design agency in New York, MBLM will provide complex, in-depth strategies so you can invest deeply into your brand.
3. Rootless Agency
Rootless Agency operates within New York even though they are based in Massachusetts. They focus on creating a logo, WordPress web design and strong branding with effective cohesion.
Pros:
- The agency is highly personalized in their service
- They collaborate well with their clients
- They are communicative and responsive
- Their management skills and turnaround times are exceptional
Cons:
- The small size of the agency could hinder the ability of the agency to work with large projects
- You will need to have virtual meetings since they are not located in New York
- They may not have the recognition of other agencies
If you want a logo design agency in New York that takes an iterative process to ensure all your needs are met, Rootless Agency is your best bet.
4. Catchword
Catchword is a top-rated and award-winning agency with nine years of recognition as the top naming agency. They design more than just a logo as they also work on naming and provide excellent insight. They offer strategic expertise and knowledge on trademarking logos which will benefit your company.
Pros:
- They have strong standings when it comes to naming and branding
- They consider the cultural and linguistic relevance of names
- They offer insights on trademarking before the logo rollout
- They have valuable resources on validation by Fortune 500 companies
Cons:
- They are high-end with pricing so may not benefit start-ups
- They are focused more on naming than logos so they may not fully suit your needs
- Their thorough process will take time so you can get quality results
If you want a quality logo and a name from the best logo design agency in New York that receives trademark protection, Catchword is the agency to choose.
Cover Image Credit: Photo by Proxyclick Visitor Management System from Pexels
Did you know that your workplace design can impact the productivity of your employees? Aside from this, office design also affects employee safety and health. A study by international architectural firm Gensler in the US states revealed that only 38% of employees strongly agree that their workplace currently provides a great experience, highlighting a major gap between what offices offer today and what employees actually need to perform at their best.
So how does the environment impact the health, safety, and productivity of employees?
Design To Encourage Movements
Our work has a big impact on your health. Most of the time employees spend a lot of time on their desks, so they are becoming sedentary. As we all know, sitting down for long periods of time has adverse effects on our health. In addition, movement offers instant benefits, including cognitive performance boost.
Designing office spaces that encourage movement or walking can help curb these problems for employees and employers alike. There are workstations that are designed to be used in either sitting or standing positions. An open space design also encourages employees to walk from one section of the office to another. Sometimes something as basic as an ergonomically correct chair can help prevent ailments like backaches.
Natural Lighting > Fluorescent
Good lighting can help people see details clearly and increased visibility can help increase productivity. But, this does not mean to say that you can skimp on lighting in the office because a study from Cornell University shows that poor lighting is connected to low production levels and social satisfaction among employees. Many offices are composed of cubicles to give employees privacy to do their work. However, the cubicle arrangement also blocks natural light, which means that some employees are not exposed to natural lighting during an entire work cycle.
Humans are wired to seek natural lighting. In fact, many buildings in Europe encourage exposure to natural light. Employees who had the best views were the most productive and were most likely to describe themselves as healthy.
Dedicated Noise-Isolation Areas
Acoustics is another key contributing factor to productivity. To achieve acoustic comfort, the office must have appropriate acoustic support that is conducive to interaction, confidentiality, and concentrative work. If it is too noisy, workers will not be able to communicate with each other let alone concentrate.
Design your office to have multiple quiet areas where employees can migrate to in order to make calls, have private meetings, or to focus on their work.
Designed With Health In Mind
Aside from these factors, employers should also provide workers with suitable ventilation, access to greenery and the gym to help encourage a healthy lifestyle. Even something as basic as giving them access to increase or reduce the temperature in the office can impact their productivity. Employers should also encourage employees to personalize their workstations so that employees are happier. Workspace design should allow employees to socialize with each other easily while at the same time giving them access to views and privacy so that they can work properly and productively.
Good lighting, comfortable furniture, pleasant color schemes, and access to views or natural lighting can help generate positive energy in the office and employee mood. In fact, 8 out of 10 employees said their working environment affects their mental health.
Featured Image Credit: Photo by CadoMaestro from Pexels
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