For those who came in late, Musk managed to offend his major advertisers by blessing an antisemitic post and now as his company gets smaller Musk wants to shore up its currently under-performing ad business by being attractive to other SMEs.
As part of the new strategy, X aims to create a more welcoming and conducive environment for lesser-known brands to advertise on the platform.
X has increased investment to promote ads of small companies even if the platform has been working with small and medium brands for a while now.
The big advertisers aren't expected to return to X anytime soon. Founder and CEO of marketing consultancy AJL Advisory, Lou Paskalis,, said that Musk's expletive rant against advertisers was the "closing chapter" for brands doing business with X.
According to Paskalis, advertisers are "not going to forget that". Some experts believe the boycott could eventually lead to X's bankruptcy.
Musk’s plan is to offer more targeted and budget-friendly advertising options for smaller businesses. This will allow the company to make the situation fair for everyone, especially smaller brands.
However, unlike most leading brands, smaller brands usually aren't willing to spend much money on advertising. So, X is betting big on its sophisticated self-service ad-buying tools that allow even inexperienced business owners to target the right potential customers without breaking a sweat.