technology

Elon Musk’s support for Donald Trump is set to boost X’s flagging business, with some marketers poised for a return to the social media platform in order to seek favor with the incoming administration.

Media executives told the Financial Times that some brands were preparing to advertise on X once again, as its billionaire owner was likely to gain an influential role within a second Trump White House.

Lou Paskalis, chief executive of marketing consultancy AJL Advisory and a former media executive at Bank of America, said some marketers are likely to reallocate spending back to X as “political leverage,” such as if they were seeking government contracts. He added companies would seek to get in the “good graces of Elon,” who has been given a wide remit by Trump as co-head of a new Department of Government Efficiency.

“It could be seen as an official channel for White House communications,” said another advertising agency chief, adding that Trump’s victory has lent Musk new legitimacy as well as power over brands in sectors that could face new regulatory curbs from Trump.