After two years on the job, Linda Yaccarino is now not CEO of the social platform X.
Survey outcomes suggests the general public’s opinion of the positioning is now extra divided than it was previous to her arrival in June 2023, at the same time as advertisers return.
“Being the CEO of X was at all times going to be a troublesome job, and Yaccarino lasted within the position longer than many anticipated,” Jasmine Enberg, an analyst at market analysis agency eMarketer, mentioned in a press release.
Figures from knowledge analytics agency Morning Seek the advice of, which tracks how customers understand 1000’s of manufacturers every day, present X’s internet favorability dipped into unfavorable territory following Elon Musk’s $44 billion acquisition of Twitter, which he later rebranded as X, in late 2022.
General, notion of the positioning amongst U.S. adults has recovered since then, but stays barely decrease than it was in early 2020.
X didn’t reply to a request for remark.
Variations in opinion emerge when inspecting the info alongside political strains.
Whereas Democrats held a constructive view of X all through the pandemic, their emotions modified following Musk’s takeover and Yaccarino’s arrival.
Republicans, in the meantime, have moved within the other way. At current, they maintain a extra constructive view of X than they’ve at any level up to now 5 years, based on Morning Seek the advice of.
The same hole has additionally appeared between women and men throughout Yaccarino’s tenure on the helm.
After sharing kind of the identical impression of X for years previous to Musk and Yaccarino becoming a member of, males now have a constructive view of X, whereas ladies don’t.
Regardless of the divisions in public opinion, advertisers have returned to the positioning—albeit, with some reservations.
In line with Guideline, which collects advert spend knowledge from main media businesses, promoting {dollars} on X are up 62% in the course of the first half of 2025 in comparison with the identical time final 12 months. Certainly, December 2024 marked the primary month of progress on X since Musk acquired the platform in 2022.
In June, the Wall Avenue Journal reported that X had mounted a stress marketing campaign in opposition to advertisers to both spend on the platform or face authorized challenges.
“To a level, Yaccarino achieved what she was employed to do,” mentioned Enberg. “However the causes for X’s advert restoration are difficult, and Yaccarino was unable to revive the platform’s fame amongst advertisers.”
Estimates from eMarketer forecast X’s U.S. advert income will improve 17.5% this 12 months—sooner than Pinterest, YouTube, and LinkedIn.
