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Leaving X can be a tricky decision for brands

Many companies have left X but it's not always a simple decision.

"If you were a brand that wanted to be part of any cultural moments that were happening, Twitter was a great place to be," Alex Wilson, a senior strategist at the marketing agency Pitch tells BBC News. "It's broadly fair to say Twitter is becoming less relevant across the world," Mr Wilson says in the Pitch office in central London, with posters of clients ranging from charities, telecommunications, and sports leagues. Mr Musk "has been clear that X is willing to make trade-offs to adopt a more open, less moderated approach compared to Twitter", says Goran Calic, visiting scholar at Harvard Business School.

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