Recent actions by major outlets like The Guardian suggest a discontent with X, yet many publishers still plan to remain active on the platform.
Despite a decline in referral traffic from X, executives believe maintaining a presence is important to nurture the communities their brands have cultivated.
X saw a notable spike in referral traffic on Election Day, indicating it can still be a useful tool for publishers during significant events.
Many publishers are cautious about abandoning X, as the platform still offers valuable engagement opportunities, despite its controversial climate.
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