A recent poll by the organization All About Cookies, which focuses on digital safety research, has revealed that TikTok is held in higher regard than Elon Musk’s X platform among Americans.
The results, initially reported by Emarketer, indicate that major corporations such as Amazon, Google, and Netflix are seen as the most trustworthy by U.S. consumers. In contrast, TikTok, which is owned by the Chinese company ByteDance, received significantly less trust, with only 29% of survey participants expressing confidence in the app’s security measures. Meanwhile, Musk’s X (previously known as Twitter) ranked at the bottom among social media outlets, sharing a trust rating equivalent to that of the U.S. government, both landing at a mere 28%.
Since Musk’s acquisition of Twitter and its transition to X, he has characterized the platform as a worldwide digital town square emphasizing free speech. He has touted his hands-off strategy regarding expression on X as the core reason behind his decision to buy the service, vowing as CEO to resist succumbing to political pressures or advertising demands.
TikTok is more trusted by Americans than X
The latest poll paints a grim picture for X, showing that people’s trust in a Chinese-associated app like TikTok is greater, despite the numerous allegations of foreign espionage and mishandling of user data that have surrounded the ByteDance platform. These trepidations have reached top political circles, stirring discussions about the potential ban of TikTok, and continue to be a pressing issue for national security analysts.
The recent insights from All About Cookies imply that X’s dwindling trust levels may be closely linked to Musk’s recent leadership style and communication strategies as he navigates the platform in a fresh direction. According to the Associated Press, Musk has utilized his platform to spread political untruths, including unfounded claims regarding electoral fraud in the U.S. and damaging statements about asylum seekers. He went as far as to suggest that the United Kingdom was nearing a civil conflict due to protests against immigration that occurred in August.
Engagement and Contribution to Information Flow
Jasmine Enberg, an analyst at Emarketer, stated to PBS, “Elon Musk is a media maestro and has control over one of the largest platforms for communication worldwide. He recognizes social media’s role in shaping political perceptions.” This ongoing narrative about Musk leveraging X to amplify his views and aspirations has fostered a belief that the platform no longer remains politically neutral and actively participates in the information flow from a hierarchical perspective.
Enberg further commented, “The worry is that as he advances his own political agenda, X could marginalize dissenting opinions intentionally or inadvertently as the platform becomes more partisan. This could alienate users who feel sidelined and leave disillusioned those who initially embraced his free speech ideals.”
The challenge for X, and its future, is that it will always be closely tied to Musk. There is a strong, irrefutable rationale behind why many companies and brands deliberately avoid getting involved in political debates or contentious topics. Instead of risking the alienation of factions of their audience, most organizations prioritize products and services that appeal universally, emphasizing common values and experiences rather than divisive issues.
Safety in Consumer Engagement
Another aspect to consider is that consumers desire a sense of safety while using a product. In 2022, Musk disbanded Twitter’s Trust and Safety Council, which was tasked with eliminating extremist material and child exploitation. He later committed to establishing a new board, claiming the previous online safety committee had been ineffective and had “failed to act on child exploitation for years.” Current data or evidence to substantiate these assertions by the CEO is nonexistent.
Despite Musk’s early promise to address these issues, problems related to child exploitation and abuse have persisted on the platform. By January 2023, nearly one year into Musk’s ownership, concerns about the proliferation of such illegal activities remained. Senate Judiciary Committee’s Chair, Dick Durbin, wrote to Attorney General Merrick Garland, urging him to review Twitter’s attempts to combat child exploitation, stating that no noticeable progress had been made. These deficiencies not only erode trust among X users but also threaten to irreparably harm the platform’s reputation, jeopardizing its credibility. Managers at major organizations like X should take consumer commitments seriously, as failing to deliver on these promises is never prudent.
Nevertheless, X continues to invest in a compelling entertainment platform that has drawn an increasing number of journalists, content creators, and influential figures. Musk has consistently argued that the traditional legacy news media is waning, designating X as the optimal venue for real-time news and analysis, where citizen journalism can prosper. The introduction of Spaces, long-form video features, and an updated monetization strategy have all proven to be fruitful investments for the platform, aimed at nurturing the content creation landscape.
Technological Hurdles at X
However, Musk’s attempts to improve X’s interface and technological offerings have not been without their difficulties. Within the initial four months of Musk’s administration, X encountered multiple glitches and service interruptions, with several instances reported where users worldwide were unable to access the platform for extended periods.
Further technical challenges arose when one of the more notable incidents of Musk’s tenure at X—hosting former President Trump for a live, three-hour audio discussion—was executed poorly. The dialogue was delayed by 40 minutes due to unforeseen technology issues, rendering millions unable to join the Space. Although Musk claimed this was entirely due to a hack, those assertions remain unverified. An employee from X purportedly informed The Verge that there was a 99% likelihood that no such DDOS attack had taken place.
For some individuals, Musk’s takeover of X will always be seen as a triumph; for others, it symbolizes an unfolding disaster. Regardless, it is undeniable that the billionaire’s leadership has sparked significant controversy and backlash, especially concerning his use of the platform for his personal and political goals.
The primary lesson from X’s transformation lies in its public perception. Since Musk’s acquisition, the platform has undoubtedly drawn increased attention, although not always for favorable reasons. As the saying goes, all publicity is good publicity, and this appears to be the principle Musk believes will lead X toward a promising future. One certainty remains: X continues to stand out as one of the most significant and influential digital platforms for discussion globally, with a remarkable potential for ongoing innovation.
