{"id":31264,"date":"2025-01-21T10:15:00","date_gmt":"2025-01-21T10:15:00","guid":{"rendered":"https:\/\/brandfinance.com\/?p=31264"},"modified":"2025-01-22T16:44:25","modified_gmt":"2025-01-22T16:44:25","slug":"x-navigating-decline-and-the-fight-to-reclaim-brand-trust","status":"publish","type":"post","link":"https:\/\/brandfinance.com\/insights\/x-navigating-decline-and-the-fight-to-reclaim-brand-trust","title":{"rendered":"X: Navigating decline and the fight to reclaim brand trust"},"content":{"rendered":"\n

This article was originally published in the Brand Finance Global 500 2025<\/a> report. <\/p>\n\n\n

\n
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Florina Cormack-Loyd,<\/strong>
Communications Director, North America,
Brand Finance Canada<\/figcaption><\/figure><\/div>\n\n\n

Once a cornerstone of the global media landscape, X <\/strong>(formerly Twitter) continues to grapple with a sharp decline in brand value, now standing at USD498 million in 2025, down 26% from USD673 million in 2024. This marks a staggering 91% decline in brand value from its peak of USD5.7 billion in 2022, underscoring the tumultuous journey of the brand under Elon Musk\u2019s ownership. <\/p>\n\n\n\n

Since Musk\u2019s takeover, X has faced challenges on multiple fronts, most notably a mass exodus of advertisers. Advertising revenue, which once contributed three-quarters of the platform's income, plummeted from over USD1 billion per quarter in 2022 to approximately USD600 million per quarter by 2023, according to Fortune. Over the past year, the situation has further deteriorated, as Musk's lawsuits against advertisers have created additional uncertainty, deterring potential partnerships, and further eroding brand trust. <\/p>\n\n\n\n

X\u2019s Brand Strength Index (BSI) score also remains low at 56.7 out of 100, a significant drop since its peak of 80.7 in January 2022, just before Musk purchased the company in April 2022. Since Musk\u2019s takeover, Brand Finance data reveals X has declined across all key brand strength metrics. Most notably, between 2022 and 2025, awareness of the brand has dropped from 94% to 78%, while familiarity has fallen from 58% to 53%. X\u2019s overall reputation has also taken a hit. <\/p>\n\n\n\n

The platform now faces the monumental task of rebuilding trust, re-engaging advertisers, and redefining its value proposition in a fiercely competitive market. The next steps for X will determine whether it can reclaim its position as a global media leader or continue its slide into irrelevance. <\/p>\n\n\n\n

Musk\u2019s other ventures demonstrate mixed results. Tesla<\/strong>, once the crown jewel of Musk\u2019s brand portfolio, has seen its brand value fall 26% to USD43 billion in 2025. SpaceX<\/strong>, however, has bucked the trend, achieving an 11% increase in brand value to USD3.8 billion. Meanwhile, Starlink has been valued for the first time this year, with a brand value of USD2.4 billion. <\/p>\n\n\n\n

In parallel, Musk has climbed 13 places in Brand Finance\u2019s 2025 Brand Guardianship Index <\/a>to rank 6th globally. According to Brand Finance\u2019s research, respondents acknowledge his leadership strengths, particularly his focus on sustainability and long-term value creation. However, he scores lower on attributes such as trustworthiness and caring for employees. Musk also holds the highest familiarity score among CEOs in the automotive sector.<\/p>\n\n\n

\"\"<\/div>
Brand Finance Global 500 2025<\/h5>
Read our new report on the global 500 most valuable and strongest brands. <\/div><\/a><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"

This article was originally published in the Brand Finance Global 500 2025 report. Once a cornerstone of the global media landscape, X (formerly Twitter) continues to grapple with a sharp decline in brand value, now standing at USD498 million in 2025, down 26% from USD673 million in 2024. This marks a staggering 91% decline in brand […]<\/p>\n","protected":false},"author":498,"featured_media":31265,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[11,176,361],"class_list":["post-31264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-featured","tag-global-500","tag-usa-2"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/posts\/31264","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/users\/498"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=31264"}],"version-history":[{"count":7,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/posts\/31264\/revisions"}],"predecessor-version":[{"id":31289,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/posts\/31264\/revisions\/31289"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/31265"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=31264"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/categories?post=31264"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=31264"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}