*This article is a paid service of DIGIDAY[Japanese version]a media for next-generation leaders who are responsible for branding.DIGIDAY+This is a reprint from “.
- In 2023, the number of brands and retailers posting daily will drop to an all-time low of 22%. The number of brands and retailers posting weekly has also decreased to 33%, with participation in X rapidly declining.
- The production of original content for X has also decreased significantly, and by 2023, the number of brands and retailers not involved in production has increased to 71%.
- Taken together, these results show that following management change and rebranding, brands and retailers no longer view X as the platform for their brands that they once did.
The social platform once known as Twitter is currently in a state of flux. In the midst of this, brands and retailers may be starting to remove X, which has now become X, from their marketing strategies.
This insight is based on Digiday Research’s annual survey of more than 100 brand and retail professionals in 2021, 2022, and 2023.
According to Digiday research, the number of brands and retailers actively using 2023X this year has fallen significantly compared to 2022. Nearly three-quarters (73%) of brand and retail professionals said they posted content on X in the past month, compared to just one-third in 2023. (35%).
Not only is this significantly lower than Digiday’s survey of publishers (73% of publisher professionals said they still use ) platforms (84% said they used Facebook this year, 88% said they used Instagram).
In addition to general usage of X, brands and retailers are posting far less frequently this year than in previous years, Digiday found. For example, respondents who say they post content every day have been trending downward since 2021. 22% of respondents said they will post every day in 2023, down from 24% in 2022 and 29% in 2021.
At the same time, the number of brands and retailers reporting to post weekly on X has significantly decreased this year. In 2022, more than half (55%) said they posted at least once a week, but in 2023 that number dropped to one-third (33%).
On the other hand, the number of brands and retailers who post once a month in 2023 will significantly increase compared to 2022, from almost a quarter (24%) in 2022 to 2023. Nearly half (44%) of respondents said they post at least once a month.
Digiday’s research found that a brand’s or retailer’s use (or lack thereof) of X is reflected in their investment in X. Specifically, the number of brands and retailers that do not produce any original content for X has increased significantly this year. Nearly three-quarters (71%) of brands and retail professionals say they have not created any original content for X this year. This is a significant increase from a quarter (24%) in 2022.
On the other hand, there has been a sharp decline in the number of brands and retailers that say they are creating original content for X. In 2022, 76% of brand and retail professionals said they spent at least some money creating original content for X, compared to just 29% in 2023.
Indeed, as of 2022, most brands and retailers had invested little in creating original content for (Only 5% answered “quite a lot”). But this year, far more brands and retailers have decided that creating content for X is no longer worth the investment.
Taken together, these results show that, in the wake of management change and rebranding, brands and retailers no longer view X as a suitable platform for their brands as they once did. In fact, a Digiday survey found that this year, nearly half (44%) of brand and retail professionals say X is not at all or very relevant to their brand, up from just 10% in 2022.
On the other hand, 56% of professionals working for brands and retailers said that X was somewhat appropriate for the brand. Although it still makes up more than half of the total respondents and still represents a large portion of respondents, it is not a huge number considering that it is down from about 90% in 2022 and 94% the year before that.
[Original text]
(Text: Julia Tabisz, Translation: SI Japan, Editing: Ryohei Shimada)
Source: BusinessInsider
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