Donald J. Trump reactivated his presence on social media platform X on Monday morning, marking a strategic win for Elon Musk, who owns the platform and has actively encouraged the former president to resume the service. Musk’s efforts have paid off with Trump’s recent campaign video, which he shared on X, announcing his active return.
In his video, Trump delivered a message of defiance against those he said were trying to silence him and, by extension, his supporters. “They’re not picking on me. They’re picking on you,” he said, setting a combative tone ahead of his scheduled live interview with Musk on X’s livestream, Spaces, scheduled for 8 p.m. Eastern.
Since the video, Trump has continued to engage with his audience by posting several updates, criticizing current policies and questioning the well-being of the community in his time as president. His renewed activity on X is seen as a potential magnet for political advertisers, especially given his history of using the platform to amplify his political messages and engage directly with audiences.
Trump’s use of X had been a cornerstone of his political communications strategy during his presidency, where he famously used the platform to issue directives and challenge opponents. Its return comes after a hiatus following his ban from the platform, then known as Twitter, in 2021 over concerns that his communications could incite violence.
Musk, who reinstated Trump’s account after acquiring the platform in 2022, has been vocal about the value of Trump’s efforts to improve user interaction on X. The move is especially significant as the platform faces growing competition from new social media platforms like Trump’s Truth Social, where he has amassed a sizable following.
The shift in Trump’s social media activity coincided with a decline in the stock performance of Trump Media & Technology Group, the entity behind Truth Social, which saw a 5% decline when Trump began posting on X.
Trump’s resurgence on X not only highlights the interplay between politics and social media, but also highlights Musk’s broader strategy to reinvigorate the platform amid challenges, including advertiser skepticism. As Trump prepares to potentially sell his stake in Truth Social, his revamped posts on X could herald a significant shift in his digital strategy, perhaps impacting the landscape of political engagement on social media.
