{"id":1540385,"date":"2024-07-23T08:16:00","date_gmt":"2024-07-23T12:16:00","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1540385"},"modified":"2024-07-27T15:31:18","modified_gmt":"2024-07-27T19:31:18","slug":"most-retail-brands-ignore-x-per-study","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/most-retail-brands-ignore-x-per-study","title":{"rendered":"Most Retail Brands Ignore X, per Study"},"content":{"rendered":"

A selection of 100 retail brands with more than 130 million combined followers on the X platform collectively posted fewer than 850 times in the first three weeks of July 2024, perhaps confirming retail’s departure from the social network.<\/p>\n

Elon Musk purchased Twitter in April 2022, transforming it<\/a> into X and loosening restrictions around tweets, now called posts.<\/p>\n

Not everyone was pleased with Musk’s changes, and by the end of 2022, many businesses had abandoned Twitter. Clothing brand H&M, for example, stopped using Twitter in August 2022, leaving 7.6 million followers. Macy’s left behind its 850,000 followers when it stopped posting in November 2022, and the list could go on.<\/p>\n

Selection of Businesses<\/h3>\n

To learn more about how companies had responded to Musk and X, I prompted Google’s Gemini AI to generate a list of retailers and brands with X accounts. It came up with 180 companies, but in many cases, it had wrong information or repeated a business \u2014 it included Warby Parker three times. <\/p>\n

After removing the errors, duplications, and businesses with fewer than 1,000 X followers, I had a pseudo-random list of 100 brands and retailers.<\/p>\n\n\n\n\n\t\n\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t
Brand<\/th>Category<\/th>X Handle<\/th>Follower Count<\/th>Last Post Date<\/th>July '24 Post Count<\/th>\n<\/tr>\n<\/thead>\n
Adidas<\/td>Sportswear & Apparel<\/td>@adidas<\/td>4,389,932<\/td>July 15, 2024<\/td>7<\/td>\n<\/tr>\n
Allbirds<\/td>Footwear<\/td>@Allbirds<\/td>31,894<\/td>July 1, 2024<\/td>2<\/td>\n<\/tr>\n
Alo Yoga<\/td>Athleisure Wear<\/td>@aloyoga<\/td>39,462<\/td>October 12, 2023<\/td>0<\/td>\n<\/tr>\n
Amazon<\/td>Ecommerce<\/td>@amazon<\/td>6,017,428<\/td>July 20, 2024<\/td>15<\/td>\n<\/tr>\n
Article<\/td>Furniture<\/td>@articlemodern<\/td>3,382<\/td>November 14, 2022<\/td>0<\/td>\n<\/tr>\n
Atoms<\/td>Shoes<\/td>@atoms<\/td>18,123<\/td>July 7, 2024<\/td>2<\/td>\n<\/tr>\n
Away<\/td>Luggage<\/td>@away<\/td>23,676<\/td>November 16, 2023<\/td>0<\/td>\n<\/tr>\n
Ban.do<\/td>Accessories & Gifts<\/td>@shopbando<\/td>22,808<\/td>June 22, 2024<\/td>0<\/td>\n<\/tr>\n
BarkBox<\/td>Pet Supplies<\/td>@barkbox<\/td>294,173<\/td>July 3, 2024<\/td>1<\/td>\n<\/tr>\n
Beats by Dre<\/td>Headphones<\/td>@beatsbydre<\/td>868,291<\/td>July 19, 2024<\/td>12<\/td>\n<\/tr>\n
BEIS Travel<\/td>Travel Accessories<\/td>@beistravel<\/td>4,224<\/td>June 21, 2024<\/td>0<\/td>\n<\/tr>\n
Best Buy<\/td>Electronics & Appliances<\/td>@BestBuy<\/td>1,160,100<\/td>November 18, 2022<\/td>0<\/td>\n<\/tr>\n
Bite<\/td>Toothpaste<\/td>@bitetoothpaste<\/td>2,448<\/td>June 23, 2024<\/td>0<\/td>\n<\/tr>\n
Bombas<\/td>Socks<\/td>@Bombas<\/td>18,939<\/td>May 19, 2024<\/td>0<\/td>\n<\/tr>\n
Bose<\/td>Audio Equipment<\/td>@Bose<\/td>233,617<\/td>July 19, 2024<\/td>9<\/td>\n<\/tr>\n
Brooklinen<\/td>Bedding & Home Goods<\/td>@Brooklinen<\/td>3,948<\/td>February 16, 2024<\/td>0<\/td>\n<\/tr>\n
Caraway Home<\/td>Cookware<\/td>@carawayhome<\/td>10,252<\/td>January 23, 2024<\/td>0<\/td>\n<\/tr>\n
Carvana<\/td>Used Cars<\/td>@Carvana<\/td>37,743<\/td>July 16, 2024<\/td>4<\/td>\n<\/tr>\n
Casper<\/td>Mattresses<\/td>@Casper<\/td>104,310<\/td>January 16, 2024<\/td>0<\/td>\n<\/tr>\n
Chanel<\/td>Luxury Fashion<\/td>@CHANEL<\/td>13,205,160<\/td>November 24, 2022<\/td>0<\/td>\n<\/tr>\n
Chewy<\/td>Pet Supplies<\/td>@Chewy<\/td>78,114<\/td>January 29, 2024<\/td>0<\/td>\n<\/tr>\n
Chubbies<\/td>Men's Shorts<\/td>@Chubbies<\/td>89,914<\/td>July 20, 2024<\/td>3<\/td>\n<\/tr>\n
ColourPop Cosmetics<\/td>Makeup<\/td>@ColourPopCo<\/td>1,317,265<\/td>July 19, 2024<\/td>13<\/td>\n<\/tr>\n
Converse<\/td>Footwear<\/td>@Converse<\/td>1,010,721<\/td>July 10, 2024<\/td>3<\/td>\n<\/tr>\n
Cotopaxi<\/td>Outdoor Gear<\/td>@cotopaxi<\/td>15,818<\/td>July 29, 2023<\/td>0<\/td>\n<\/tr>\n
Crocs<\/td>Footwear<\/td>@Crocs<\/td>174,897<\/td>October 26, 2023<\/td>0<\/td>\n<\/tr>\n
Dagne Dover<\/td>Bags & Accessories<\/td>@dagnedover<\/td>3,980<\/td>July 16, 2023<\/td>7<\/td>\n<\/tr>\n
Diptyque<\/td>Candles & Fragrance<\/td>@diptyqueparis<\/td>30,381<\/td>August 7, 2023<\/td>0<\/td>\n<\/tr>\n
DJI<\/td>Drones & Cameras<\/td>@DJIGlobal<\/td>1,340,936<\/td>July 20, 2023<\/td>54<\/td>\n<\/tr>\n
Dollar Shave Club<\/td>Men's Grooming<\/td>@DollarShaveClub<\/td>69,965<\/td>July 19, 2024<\/td>10<\/td>\n<\/tr>\n
Dyson<\/td>Appliances<\/td>@Dyson<\/td>91,694<\/td>April 7, 2023<\/td>0<\/td>\n<\/tr>\n
Eight Sleep<\/td>Smart Mattresses<\/td>@eightsleep<\/td>52,170<\/td>July 18, 2024<\/td>4<\/td>\n<\/tr>\n
Everlane<\/td>Apparel<\/td>@Everlane<\/td>32,057<\/td>October 22, 2023<\/td>0<\/td>\n<\/tr>\n
Fabletics<\/td>Activewear<\/td>@Fabletics<\/td>37,239<\/td>July 8, 2024<\/td>3<\/td>\n<\/tr>\n
Figs<\/td>Scrubs<\/td>@wearfigs<\/td>18,477<\/td>May 27, 2021<\/td>0<\/td>\n<\/tr>\n
Forever 21<\/td>Fast Fashion<\/td>@Forever21<\/td>1,792,241<\/td>July 17, 2024<\/td>6<\/td>\n<\/tr>\n
Frank And Oak<\/td>Clothing<\/td>@frankandoak<\/td>18,948<\/td>May 20, 2023<\/td>0<\/td>\n<\/tr>\n
Funko<\/td>Collectibles<\/td>@OriginalFunko<\/td>1,234,152<\/td>July 19, 2024<\/td>72<\/td>\n<\/tr>\n
Glossier<\/td>Beauty & Skincare<\/td>@glossier<\/td>101,698<\/td>June 11, 2024<\/td>0<\/td>\n<\/tr>\n
GoPro<\/td>Action Cameras<\/td>@GoPro<\/td>2,012,460<\/td>July 20, 2024<\/td>34<\/td>\n<\/tr>\n
Gymshark<\/td>Fitness Apparel<\/td>@Gymshark<\/td>373,076<\/td>July 20, 2024<\/td>23<\/td>\n<\/tr>\n
H&M<\/td>Fashion<\/td>@hm<\/td>7,677,216<\/td>August 4, 2022<\/td>0<\/td>\n<\/tr>\n
Harry's<\/td>Men's Grooming<\/td>@harrys<\/td>33,018<\/td>June 21, 2024<\/td>0<\/td>\n<\/tr>\n
Haus<\/td>Ap\u00e9ritifs<\/td>@drinkhaus<\/td>4,418<\/td>January 17, 2024<\/td>0<\/td>\n<\/tr>\n
Herschel Supply Co.<\/td>Bags & Accessories<\/td>@Herschelsupply<\/td>42,004<\/td>August 15, 2023<\/td>0<\/td>\n<\/tr>\n
IKEA USA<\/td>Furniture & Home Goods<\/td>@IKEAUSA<\/td>344,669<\/td>July 15, 2024<\/td>6<\/td>\n<\/tr>\n
Instacart<\/td>Grocery Delivery<\/td>@Instacart<\/td>64,830<\/td>July 21, 2024<\/td>24<\/td>\n<\/tr>\n
Italic<\/td>Luxury Goods<\/td>@italic<\/td>10,190<\/td>May 7, 2024<\/td>0<\/td>\n<\/tr>\n
Jones Road Beauty<\/td>Makeup<\/td>@jonesroadbeauty<\/td>5,180<\/td>April 26, 2023<\/td>0<\/td>\n<\/tr>\n
Kopari Beauty<\/td>Coconut-Based Beauty<\/td>@koparibeauty<\/td>6,427<\/td>March 11, 2020<\/td>0<\/td>\n<\/tr>\n
LARQ<\/td>Water Bottles<\/td>@livelarq<\/td>4,113<\/td>January 12, 2024<\/td>0<\/td>\n<\/tr>\n
Le Creuset<\/td>Cookware<\/td>@lecreuset<\/td>47,597<\/td>July 12, 2024<\/td>3<\/td>\n<\/tr>\n
Leesa<\/td>Mattresses<\/td>@leesasleep<\/td>14,923<\/td>September 1, 2021<\/td>0<\/td>\n<\/tr>\n
LEGO<\/td>Toys & Games<\/td>@LEGO_Group<\/td>1,108,153<\/td>July 18, 2024<\/td>11<\/td>\n<\/tr>\n
Levi's<\/td>Denim & Apparel<\/td>@LEVIS<\/td>712,451<\/td>November 3, 2022<\/td>0<\/td>\n<\/tr>\n
Lowe's<\/td>DIY<\/td>@Lowes<\/td>295,003<\/td>July 18, 2024<\/td>12<\/td>\n<\/tr>\n
Lululemon<\/td>Athleisure Wear<\/td>@lululemon<\/td>948,220<\/td>March 13, 2024<\/td>0<\/td>\n<\/tr>\n
Lush Cosmetics<\/td>Natural Beauty Products<\/td>@lushcosmetics<\/td>250,302<\/td>December 10, 2023<\/td>0<\/td>\n<\/tr>\n
Madewell<\/td>Clothing & Accessories<\/td>@madewell<\/td>59,804<\/td>February 28, 2022<\/td>0<\/td>\n<\/tr>\n
Madison Reed<\/td>Hair Color<\/td>@madisonreedllb<\/td>4,203<\/td>August 6, 2022<\/td>0<\/td>\n<\/tr>\n
Magic Spoon<\/td>Cereal<\/td>@eatmagicspoon<\/td>3,315<\/td>May 25, 2024<\/td>0<\/td>\n<\/tr>\n
Maude<\/td>Sexual Wellness<\/td>@getmaude<\/td>1,673<\/td>July 20, 2024<\/td>20<\/td>\n<\/tr>\n
Mejuri<\/td>Jewelry<\/td>@mejuri<\/td>6,370<\/td>February 10, 2021<\/td>0<\/td>\n<\/tr>\n
MeUndies<\/td>Undies & Loungewear<\/td>@MeUndies<\/td>65,794<\/td>July 1, 2024<\/td>1<\/td>\n<\/tr>\n
Milk Bar<\/td>Desserts<\/td>@milkbarstore<\/td>56,663<\/td>June 27, 2024<\/td>0<\/td>\n<\/tr>\n
Misen<\/td>Cookware<\/td>@misenkitchen<\/td>2,358<\/td>June 1, 2024<\/td>0<\/td>\n<\/tr>\n
Misfits Market<\/td>Groceries<\/td>@MisfitsMarket<\/td>5,352<\/td>June 26, 2024<\/td>0<\/td>\n<\/tr>\n
Modern Citizen<\/td>Clothing & Accessories<\/td>@moderncitizen<\/td>208,729<\/td>August 30, 2019<\/td>0<\/td>\n<\/tr>\n
MVMT Watches<\/td>Watches<\/td>@mvmt<\/td>44,143<\/td>July 10, 2024<\/td>3<\/td>\n<\/tr>\n
Nectar Sleep<\/td>Mattresses<\/td>@NectarSleep<\/td>9,562<\/td>July 21, 2024<\/td>6<\/td>\n<\/tr>\n
Nike<\/td>Sportswear & Apparel<\/td>@Nike<\/td>10,214,967<\/td>July 19, 2024<\/td>15<\/td>\n<\/tr>\n
Nintendo of America<\/td>Gaming Consoles<\/td>@NintendoAmerica<\/td>13,799,957<\/td>July 21, 2024<\/td>90<\/td>\n<\/tr>\n
Oakley<\/td>Eyewear<\/td>@oakley<\/td>353,813<\/td>July 20, 2024<\/td>12<\/td>\n<\/tr>\n
Omsom<\/td>Cooking Sauces<\/td>@Omsom<\/td>1,390<\/td>June 18, 2024<\/td>0<\/td>\n<\/tr>\n
Ouai Haircare<\/td>Hair Products<\/td>@theouai<\/td>12,303<\/td>March 14, 2023<\/td>0<\/td>\n<\/tr>\n
Patagonia<\/td>Outdoor Apparel<\/td>@patagonia<\/td>586,329<\/td>July 21, 2024<\/td>29<\/td>\n<\/tr>\n
Peloton<\/td>Fitness Equipment<\/td>@onepeloton<\/td>230,841<\/td>July 1, 2024<\/td>1<\/td>\n<\/tr>\n
PlayStation<\/td>Gaming Consoles<\/td>@PlayStation<\/td>38,142,771<\/td>July 21, 2024<\/td>103<\/td>\n<\/tr>\n
Puma<\/td>Sportswear & Apparel<\/td>@PUMA<\/td>1,977,001<\/td>July 19, 2024<\/td>5<\/td>\n<\/tr>\n
Purple Mattress<\/td>Mattresses<\/td>@Purple<\/td>43,844<\/td>May 3, 2024<\/td>0<\/td>\n<\/tr>\n
Recess<\/td>Sparkling Water<\/td>@takearecess<\/td>1,843<\/td>July 4, 2024<\/td>1<\/td>\n<\/tr>\n
Red Bull<\/td>Energy Drinks<\/td>@redbull<\/td>1,978,026<\/td>July 17, 2024<\/td>5<\/td>\n<\/tr>\n
Reebok<\/td>Sportswear & Apparel<\/td>@Reebok<\/td>683,960<\/td>July 17, 2024<\/td>9<\/td>\n<\/tr>\n
Saatva<\/td>Mattresses<\/td>@saatva<\/td>13,612<\/td>July 20, 2024<\/td>14<\/td>\n<\/tr>\n
Sephora<\/td>Beauty & Cosmetics<\/td>@Sephora<\/td>2,302,410<\/td>November 2, 2022<\/td>0<\/td>\n<\/tr>\n
Skims<\/td>Shapewear & Apparel<\/td>@skims<\/td>137,123<\/td>July 21, 2024<\/td>46<\/td>\n<\/tr>\n
Sonos<\/td>Audio Equipment<\/td>@Sonos<\/td>172,282<\/td>July 15, 2024<\/td>11<\/td>\n<\/tr>\n
Stitch Fix<\/td>Personal Styling<\/td>@stitchfix<\/td>74,256<\/td>May 10, 2022<\/td>0<\/td>\n<\/tr>\n
Target<\/td>General Merchandise<\/td>@Target<\/td>2,058,922<\/td>January 31, 2023<\/td>0<\/td>\n<\/tr>\n
The Farmer's Dog<\/td>Dog Food<\/td>@thefarmersdog<\/td>5,066<\/td>October 31, 2023<\/td>0<\/td>\n<\/tr>\n
The Home Depot<\/td>DIY<\/td>@HomeDepot<\/td>438,580<\/td>July 21, 2024<\/td>24<\/td>\n<\/tr>\n
The North Face<\/td>Outdoor Apparel<\/td>@thenorthface<\/td>650,544<\/td>October 28, 2022<\/td>0<\/td>\n<\/tr>\n
Tiffany & Co.<\/td>Jewelry<\/td>@TiffanyAndCo<\/td>1,907,831<\/td>July 21, 2024<\/td>27<\/td>\n<\/tr>\n
Tommy Hilfiger<\/td>Apparel & Accessories<\/td>@TommyHilfiger<\/td>1,569,961<\/td>July 19, 2024<\/td>2<\/td>\n<\/tr>\n
Tushy<\/td>Bidets<\/td>@hellotushy<\/td>15,937<\/td>July 21, 2024<\/td>39<\/td>\n<\/tr>\n
Ulta Beauty<\/td>Beauty & Cosmetics<\/td>@ultabeauty<\/td>694,583<\/td>July 19, 2024<\/td>7<\/td>\n<\/tr>\n
Under Armour<\/td>Sportswear & Apparel<\/td>@UnderArmour<\/td>956,098<\/td>July 21, 2024<\/td>8<\/td>\n<\/tr>\n
Vans<\/td>Footwear & Apparel<\/td>@Vans<\/td>1,217,530<\/td>October 31, 2022<\/td>0<\/td>\n<\/tr>\n
Walmart<\/td>General Merchandise<\/td>@Walmart<\/td>1,393,568<\/td>July 20, 2024<\/td>23<\/td>\n<\/tr>\n
Warby Parker<\/td>Eyewear<\/td>@WarbyParker<\/td>76,620<\/td>July 20, 2024<\/td>4<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n

Last weekend I manually recorded each company’s X follower count (some on July 20 and others on July 22), the date it last posted, and the number of times it had posted so far in July.<\/p>\n