X, the social network formerly known as Twitter, he is nowhere near his best. Since Elon Musk took control of it late last year and after a tortuous buy-don’t-buy process, there hasn’t been a week where we haven’t seen him take action of all kinds. , to improve their ability to generate income, but with the problem that in fact the vast majority of these measures seemed (and continue to seem) to have been taken impulsively, without prior analysis to assess their benefits. yes, but also all its potential disadvantages.

From then until now the number of advertisers turning to X was in free fall, and that’s especially problematic considering that advertising once accounted for 90% of the social network’s revenue. The effort to get more income from the marketing of verified only served to completely devalue its value, to the extent that the social network had to start offering the option to hide it from the subscribers of what was Twitter Blue, and did not become, not far from, the economic rescue that Musk expected.

So the months go by and yes, it is true that X has substantially reduced its operating costs, but that’s only half the equation, because it was necessary to raise revenue anyway. But the situation is even worse, because part of the actions carried out to reduce costs also led to a decline in incomesomething of which the declining interest of potential advertisers in the network is the most exposed example.

If history has taught us anything, it’s that nothing and no one is too big to fail, and the social network is clearly no exception. It is somewhat surprising to see recognition in this sense by a party more than directly involved. That’s why it’s so surprising this messagein which Elon Musk admits X may fall ‘as many predicted’. A statement that personally strikes me as the most coherent of what Musk has said since completing the Twitter acquisition.

«The sad truth is that there are no major “social networks” these days.

We may fail as many have predicted, but we will do our best to see that at least one exists.»

At this point, it’s clear to me that there will be those who believe that a statement of this type, signed by Musk himself, could jeopardize his plans to both find investors for X and reach long-term commitments with advertisers. However, I personally think so a message like this means you’re more in touch with reality than you’ve been letting on so far, and this is something that can play a positive role in the general perception of the social network.