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Donald J. Trump reactivated his presence on the social media platform X on Monday morning, marking a strategic success for Elon Musk, who owns the platform and has been actively encouraging the former president to reengage with the service. Musk’s efforts came to fruition with Trump’s recent campaign video, which he shared on X, heralding his active return.
In his video, Trump conveyed a message of defiance against those he claimed were trying to silence him and, by extension, his supporters. “They’re not coming after me. They’re coming after you,” he declared, setting a combative tone ahead of his scheduled live interview with Musk on X’s livestreaming feature, Spaces, planned for 8 p.m. Eastern.
Following the video, Trump continued to engage with his audience by posting several updates, criticizing current policies and questioning the community’s well-being compared to his tenure as president. His renewed activity on X is seen as a potential magnet for political advertisers, especially given his historical use of the platform to amplify his political messages and engage directly with the public.
Trump’s utilization of X had been a cornerstone of his political communication strategy during his presidency, where he famously used the platform to issue directives and challenge opponents. His return comes after a hiatus following his ban from the platform, then known as Twitter, in 2021 due to concerns that his communications could incite violence.
Musk, who reinstated Trump’s account following his acquisition of the platform in 2022, has been vocal about the value of Trump’s engagement for enhancing user interaction on X. This move is particularly significant as the platform faces growing competition from new social media outlets like Trump’s own Truth Social, where he has amassed a considerable following.
The shift in Trump’s social media activity coincided with a downturn in the stock performance of Trump Media & Technology Group, the entity behind Truth Social, which saw a 5% drop as Trump began posting on X.
This resurgence of Trump on X not only underscores the interplay of politics and social media but also highlights Musk’s broader strategy to invigorate the platform amidst challenges, including skepticism from advertisers. As Trump prepares to potentially offload his shares in Truth Social, his renewed posts on X could herald a significant shift in his digital strategy, possibly influencing the landscape of political social media engagement.
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