October 26, 2023
No company is immune to the challenges of the fast-paced tech world. As we approach the one-year milestone of Elon Musk’s transformation of Twitter into “X,” it’s time to reflect on the evolving landscape of social media and its impact on alternative platforms.
The crowded field of Twitter-like platforms will become a bit less crowded as Pebble announced its exit from the world of social media as of 1st November 2023. This comes just a few weeks after its rebrand from T2 Social, which was actually launched by ex-Twitter employees. Pebble was pretty much an exact replica of the original Twitter format, with a strong emphasis on prioritising user safety and implementing measures to combat abuse and harassment.
The former T2 platform has been serving around 3,000 daily active users, which is well below the buzz you need you’d need to keep a social app thriving. Even though their safety-first approach sounds like a smart move, the arrival of Threads and the impressive fan following of Bluesky and Mastodon have pretty much filled the Twitter-clone quota.
This isn’t promising for other Twitter rivals, like Spill and Post, which could potentially encounter similar hurdles. The competition for Twitter alternatives is fierce, and maintaining a foothold in the market requires more than just a fresh concept. It’s a reminder that making a mark in the social media world is no walk in the park.
Pebble has been open to explaining the rationale behind its decision to cease. It seems that their investors have some doubts about the platform’s potential to become the go-to choice for users seeking a Musk-free social media platform. Pebble said:
‘’The painful truth, however, is that we were not growing quickly enough for investors to believe that we will break out. Combine that with a crowded space of alternatives – and the uphill climb is even steeper. In order to continue to build out a complete Pebble, we would have needed more investment, and more time.”
In social media, gaining the trust and support of investors is a critical milestone, and the market can be quite harsh if that confidence wavers.
It looks like Threads holds a strong position when it comes to challenging “X” in terms of its scale and reach. Smaller platforms are likely to find their niche as former Twitter users disperse into different platforms, especially as Elon Musk’s ongoing changes to the app continue.
So, what lies ahead for “X”? Well, it too might be in for a bumpy ride. As diverse segments of its user base continue to seek alternative platforms, it’s likely that “X” will see a gradual decline in its user numbers, making it a less enticing platform for advertisers and brands. The future of “X” is definitely an interesting space to watch, as it navigates the shifting tides of the digital realm.
If you’re eager to explore the possibilities of which social media channels are right for your brand’s marketing campaigns, we’re here to help you get started!