That X (formerly Twitter) is the only social media platform whose potential advertising reach in Kenya declined during the full year to December as peer channels expanded their range has shone a spotlight on the biting aftermath of radical policy and operational changes billionaire Elon Musk has effected since he took over ownership of the popular platform.
The Digital 2024 Report for Kenya published by global digital insights platform Datareportal shows that the potential audience that Kenyan marketers can reach with ads on X declined by 26,000, or 1.4 percent, with analysts who spoke to the Business Daily heaping blame on the new management and ownership, terming it a disruptor.
