Regardless of shedding thousands and thousands of customers to different apps, regardless of shedding thousands and thousands of {dollars} in advert income, and regardless of struggling to construct its slate of unique video programming. Regardless of all of this, X continues to inform us that every part’s all good, and in reality, higher than ever, because it seeks to rebrand and remarket the previous chook app.

This week, X has as soon as once more touted its nice success all through 2024, regardless of, once more, many, many indicators suggesting that the platform is on monitor to put up a big monetary loss for the 12 months.

As per X:

“X has not simply advanced: it has reworked right into a powerhouse of engagement and significant conversations. In consequence, the advertisers that returned in 2024 are exhibiting indicators that they’re right here for the lengthy haul!”

I don’t even know the way an advertiser would present indicators that they’re in for the lengthy haul, however X has shared some new knowledge factors and insights which it claims present that it’s certainly heading in the right direction.

First off, X says that video views are method up this 12 months, a stat that its shared beforehand.

“UAS” is consumer lively seconds, which is a questionable stat we’ve beforehand explored in additional depth.

X additionally says that its gaining traction with Gen Z customers, which “displays the progress we’ve made in constructing long-term success for X, delivering content material, group and improvements that cater to this new wave of customers.”

However this chart:

Doesn’t actually make a variety of sense with none additional context or reference to the supply. Is that this saying that Gen Z customers who use X daily log into these different apps at these charges? If that’s the case, then that’s not likely a lot of an endorsement of something, and if the declare is that every one customers of all of those different apps additionally log into X daily, there’s no method that’s true, as a result of X’s day by day lively utilization is considerably decrease than a number of of those apps.

X additionally claims to have launched a heap of “game-changing” improvements his 12 months:

Which is one other complicated declare that X has repeatedly made, that its innovating at some stupendous price, and breaking trade norms with its releases. But it surely’s not likely. X, as a platform, stays basically the identical because it was when it was known as Twitter, and none of those updates, outdoors of Neighborhood Notes, is considerably totally different than what different apps have launched first.

And Neighborhood Notes was already part of Twitter, so its not like its new. And whereas X is eager to speak up its change in strategy, and speedy innovation, I don’t see any vital advances within the app. And clearly, provided that it continues to lose customers, others don’t both.

X has additionally praised its unique content material push:

“With unique content material as considered one of our key drivers, we raised the bar this 12 months by means of our Originals on X sequence. The mission is evident: we’re creating long-term worth attracting new customers to expertise unique content material solely right here. Initiatives like The Offseason, the All In Boston Celtics docuseries and collaborations with cultural icons like Jim Rome captured audiences and drove deeper engagement throughout the platform, proving that storytelling on X was an enormous hit in 2024.”

I believe X was holping that Linda Yaccarino’s expertise and connections, primarily based on her years of working NBCUniversal, would yield a slate of latest programming for the app, however to date, the outcomes have been fairly disappointing. X has signed content material offers with Paris Hilton, a lesser Kardashian, The Massive 3, and several other proper wing commentators who had beforehand been solid off by mainstream shops. And the outcome has been a couple of reveals.

Perhaps X will be capable of ramp up its unique programming efforts in 2024, however 5 unique originals, for a component that’s a “key driver”, doesn’t appear all that spectacular.

X has additionally shared an inventory of essentially the most engaged “gold verified manufacturers”:

Gold verified being the manufacturers which might be paying high greenback to make use of the app, through X’s verification program.

Oh wow, SpaceX, you don’t say.

X has additionally shared an inventory of essentially the most mentioned subjects within the app:

Sports activities stays X’s saving grace, with so many sports activities followers now habitually aligned with the app for maintaining with the most recent information, and monitoring feedback whereas watching stay occasions. With out that, X can be in deep trouble, however once more, X is re-framing its struggles as success.

Although I assume, what else is it imagined to do.

Look, regardless of my clear cynicism, X is a relative success. The truth that the platform has culled 80% of its workers, and it hasn’t collapsed outright is important, irrespective of the way you take a look at it, whereas it additionally claims to have greater than 570 million customers, which is a big viewers. And regardless of new challengers, X stays a essential connector for a lot of communities, and that, in itself, is of worth to many manufacturers and advertisers world wide.

X is, in relative phrases, doing okay contemplating, although it’s on monitor to put up a loss this 12 months, and I do get that it has to border every part in sunny motifs. But it surely’s overly optimistic, and infrequently false claims additionally don’t do a lot to imbue belief and religion within the app.

Primarily, X is amplifying claims that aren’t true, or are blatantly selective. That’s to not say that it must acknowledge each destructive, however for a platform that regularly criticizes each different outlet as selling pretend information, this does appear to be a flaw in its personal comms plan.

As a result of each time it makes considered one of these claims, it makes you query all of its different knowledge factors.

However I do get it, and I do additionally suppose that there will probably be alternative for manufacturers in X in 2025, if that’s the place your viewers is participating.

If X stays in enterprise, that’s (although I believe it is going to).