Walmart Ditches X Over Musk's Unpredictable Leadership!



by FARUK IMAMOVIC

Walmart Ditches X Over Musk's Unpredictable Leadership!
© Getty Images News/Michael M. Santiago

Walmart has confirmed its decision to cease advertising on X, the social media platform now under the helm of Elon Musk and previously known as Twitter. This move, announced on Friday, underscores a significant shift in Walmart’s advertising strategy. “We aren’t advertising on X as we’ve found other platforms to better reach our customers,” a Walmart spokesperson explained in a statement to CNN.

This development is part of a larger trend among major brands, many of which have paused their advertising on X, following Musk's public endorsement of an antisemitic conspiracy theory, a stance that has resonated with White supremacist groups.

The Broader Impact of Musk’s Leadership

In response to this shift, Joe Benarroch, head of Operations at X, highlighted the platform's vast reach. “Walmart has a wonderful community on X, and with a half a billion people on X, every year the platform experiences 15 billion impressions about the holidays alone with more than 50 percent of X users doing most or all of their shopping online,” Benarroch stated.

He also noted that Walmart's decision to pull ads from X is not directly linked to Musk’s actions and pointed out the retailer's ongoing engagement on the platform. Musk's reaction to the advertising exodus has been stark and unfiltered.

“I don’t want them to advertise,” Musk declared at the New York Times DealBook Summit in New York. “If someone is going to blackmail me with advertising or money go fk yourself. Go. Fk. Yourself,” he added, reflecting his staunch stance against advertisers using their business as leverage.

The departure of advertisers from X isn't limited to Walmart. It includes prominent media companies such as Disney, Paramount, NBCUniversal, Comcast, Lionsgate, and Warner Bros. Discovery. Craig Atkinson, CEO of digital marketing agency Code3, remarked on the trend, “Big brands will say they don’t need X and will find their audiences elsewhere and they’re probably right,” indicating a shift in the advertising landscape.

Jasmine Enberg, a principal analyst at Insider Intelligence, further added, “If anyone is killing X, it’s Elon Musk – not advertisers”. She emphasized that Musk's behavior and policies are crucial factors in driving away the platform’s primary revenue source.

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