Should UK SMEs Still Advertise on X in 2026?

X’s UK revenues didn’t just dip — they fell 58.3% in 2024, dropping from £69.1m (2023) to £28.9m (2024). That’s not normal platform “seasonality”. It’s what happens when brand trust erodes and big advertisers decide the risk isn’t worth it.

If you run a UK small business, you might be thinking: “That’s big-brand drama. Does it really affect me?” Yes, it does — because platform instability doesn’t only hit enterprise budgets. It changes prices, reach, audience quality, and the overall tone of the space you’re trying to advertise in.

This post is part of our Climate Change & Net Zero Transition series, and there’s a reason we’re talking about a social platform here. If your business is selling anything tied to sustainability — low-carbon products, green home upgrades, EV services, refill retail, ethical fashion — your marketing has to be credible, brand-safe, and consistent. A platform that’s under moderation scrutiny can undermine that credibility fast.

What X’s UK revenue drop tells us (and why it matters)

Answer first: The 58% revenue fall is a market signal that advertisers see X as higher-risk and less predictable — and that unpredictability is exactly what small businesses can’t afford.

According to UK accounts filed at Companies House for the year ending 31 December 2024, X attributed the decline primarily to a reduction in spend from large brand advertisers citing brand safety, reputation, and content moderation concerns. Pre-tax profits also fell (from £2.2m to £767k), and UK headcount dropped from 114 to 76.

Here’s what I take from that, practically:

• When big brands leave, platforms often become more volatile: less premium inventory, more aggressive monetisation, more “pay to play”.
• Reduced moderation confidence tends to change user behaviour. Some audiences disengage; others get louder.
• If the platform is busy firefighting headlines, product improvements for advertisers usually aren’t the priority.

For net zero and sustainability messaging, the environment around your ads matters more than many owners realise. A great carbon reduction case study placed next to harmful or controversial content doesn’t feel “brave”. It feels careless.

Brand safety isn’t corporate paranoia — it’s conversion rate protection

Brand safety sounds like a boardroom term until you watch what happens to performance when trust drops.

If you’re a small business, your marketing funnel is often shorter:

• You post or run ads
• People click
• They judge you fast
• You win or lose the lead

That makes you more sensitive to context than a household brand with decades of familiarity. For sustainability-driven businesses, the bar is higher again because people are already sceptical about greenwashing.

Snippet-worthy truth: In sustainability marketing, brand safety is part of your proof.

Should your small business still advertise on X?

Answer first: Sometimes — but only with guardrails, and only if X matches your audience and objectives. For most UK SMEs, it shouldn’t be your “main channel” in 2026.

X can still work in specific situations:

• B2B niches where journalists, policy people, or tech communities are active
• Founder-led brands where your voice (not just ads) drives demand
• Real-time commentary (events, launches, public consultations, industry news)

Where I’d be cautious:

• If you sell family-oriented products or anything involving kids
• If your sustainability positioning depends on trust and reassurance (e.g., solar, heat pumps, home insulation)
• If you’re planning your year around predictable performance marketing

A quick decision checklist for UK SMEs

Use this before you spend another pound:

1. Can you name your X audience precisely? (Job roles, interests, and why they’re there.)
2. Do you have organic momentum already? If you’re starting from zero, paid alone rarely fixes it.
3. Is your offer resilient to negative adjacency? If not, don’t test with your flagship product.
4. Do you have a plan B channel ready? If your account performance tanks, where does demand come from?

If you can’t answer those cleanly, treat X as optional.

Diversify or struggle: the multi-platform plan that actually works

Answer first: The safest approach is a multi-platform digital marketing strategy where each channel has a clear job: awareness, demand capture, or retention.

The lesson from X’s revenue slide isn’t “never use X”. It’s: never rely on one platform — especially when you don’t control the rules, the algorithm, or the brand safety standards.

Here’s a practical channel mix I’ve seen work for UK small businesses (including climate and net zero-focused firms):

1) Demand capture: Search + local intent

If you do anything in renewables or home upgrades, people search when they’re ready:

• “heat pump installer [town]”
• “EV charger installation cost”
• “refill shop near me”
• “sustainable gifts UK”

Even modest investment in:

• a fast website
• clear service pages
• strong Google Business Profile
• a handful of well-written blog posts

…often outperforms social ads for lead quality. This is where sustainable business marketing becomes measurable: leads, calls, quote requests.

2) Trust building: LinkedIn (B2B) or Instagram/TikTok (B2C)

Pick based on who buys:

• LinkedIn: great for B2B sustainability services, green consultancies, and recruitment for green jobs
• Instagram: strong for product storytelling, behind-the-scenes proof, and community trust
• TikTok: excellent reach if you can educate simply (before/after installs, myth-busting energy bills, sustainable swaps)

The goal isn’t to be everywhere. It’s to have two strong channels plus one backup.

3) Retention: Email (the channel you actually own)

Email is underrated because it’s not “exciting”. It’s also the most controllable.

For net zero-aligned businesses, email is perfect for:

• seasonal prompts (winter energy efficiency, spring home upgrades)
• reminders to maintain equipment
• explaining grants/finance options in plain English
• sharing customer stories that build credibility

Snippet-worthy truth: Platforms rent you attention. Email lets you keep it.

How to advertise safely on X (if you decide to test it)

Answer first: If you advertise on X in 2026, run it like a controlled experiment: tight targeting, strict placement controls where possible, and clear stop-loss rules.

X says it’s investing in brand safety tools and moderation, but as a small business you can’t wait for perfect conditions. You need processes.

A practical “brand-safe test” setup

• Start with a capped test budget (e.g., 10–15% of your paid social spend for 30 days).
• Use a single, low-risk offer first (lead magnet, webinar, free quote call) rather than your highest-stakes product.
• Avoid broad targeting. Go interest/job-role specific where relevant.
• Use creative that stands alone without relying on edgy humour or cultural references.
• Monitor comments and replies daily. On X, the public thread is part of the ad.

Define a stop-loss rule before you launch

Make the decision before emotions get involved:

• If cost per lead rises above X by week 2 → pause and reallocate.
• If you see repeated harmful adjacency screenshots → pause immediately.
• If the channel drives traffic but no conversions → treat it as awareness only and measure it properly.

This is especially important for climate and net zero brands because reputational damage is sticky. People remember.

Brand safety and the Online Safety Act: why the UK context changes the stakes

Answer first: UK regulatory scrutiny around harmful content and deepfakes raises reputational risk for advertisers — and makes “where your brand appears” a bigger business decision.

The source article highlights scrutiny around protecting women and children, including controversy relating to deepfake imagery and the Online Safety Act context. Whether or not your business is directly involved, advertisers get pulled into the same conversation because ad spend is seen as endorsement.

If your brand talks about ethics, sustainability, community impact, or social responsibility, you can’t be casual about this. Your marketing is part of your values.

For UK SMEs trying to grow in the green economy, the winning move is consistency:

• consistent messaging
• consistent presence
• consistent platform choices

That’s what creates trust — and trust is what turns sustainability claims into sales.

A simple 30-day plan to reduce platform risk and grow leads

Answer first: You can reduce dependence on any single platform in one month by setting up a basic lead engine and two reliable distribution channels.

Here’s a straightforward plan that doesn’t require a big team:

1. Week 1: Fix demand capture

   • Update your top 2 service/product pages with clear pricing ranges, FAQs, and proof (reviews, accreditations, case studies).
   • Tighten your call-to-action: one primary action per page.

2. Week 2: Build one lead magnet

   • Example: “Home energy efficiency checklist for UK winters” or “Buyer’s guide to low-carbon deliveries”.
   • Collect emails with a simple form.

3. Week 3: Choose two channels

   • One for demand capture (Google/search)
   • One for trust and storytelling (LinkedIn/Instagram/TikTok)

4. Week 4: Run a small, measurable campaign

   • Put budget behind the lead magnet or quote request
   • Track: cost per lead, lead-to-sale rate, and time to close

If you still want to test X after that, fine — but you’ll be doing it from a position of strength.

Where this leaves UK small businesses (especially green ones)

X’s UK revenue fall is a cautionary tale: platform risk is real, and it shows up fast in ad markets. For UK SMEs, the smart response isn’t panic or moral grandstanding. It’s building a marketing mix that protects your cashflow and your reputation.

For businesses driving the net zero transition — from sustainable products to renewable energy services and green jobs — credibility is the whole point. Put your message where it can be heard, trusted, and acted on.

If you had to generate the same number of leads next month without your favourite social platform, what would you change first?