Is X Still Worth the Risk?

Maybe it’s time to focus your brand’s energy elsewhere.

January 20, 2026

In partnership with

Hey friend,

Twitter… I mean, X, has been on a lot of marketers’ minds lately. What used to feel like a must-have platform now comes with a few more question marks, especially when it comes to brand safety, context, and trust.

This week, we’re taking a closer look at how Canadian marketers are rethinking where they show up, what they stand for, and how those choices are starting to shift.

Are you still actively using X for your brand?

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Is X Still Safe for Canadian Brands?

There hasn’t been a single moment that changed everything. Instead, it’s been a steady accumulation of decisions, policy shifts, and headlines that have fundamentally changed how marketers think about X.

Concerns around brand safety, content moderation, and who brands are appearing next to are becoming harder to ignore. What used to feel like background noise is now prompting real internal conversations, especially for Canadian brands that place a high value on trust and reputation.

Some marketers are quietly pulling back. Others are asking tougher questions about whether being present on every major platform still makes sense at all. The shift may not always be public, but it’s already influencing decisions.

What is driving this change, and how are Canadian marketers responding?

Cool Blue, as featured in Pinterest’s 2026 Colour Palette.

Three Smart Reads

Stories shaping the Canadian marketing conversation this week.

  1. Thinking About Asking for a Raise? Here’s What Canadian Marketing Leaders Say Matters Most.
    From timing and preparation to how you frame impact, seven Canadian marketing leaders share practical guidance on navigating compensation conversations in today’s market.

  1. Are Platform Certifications Still Worth the Effort?
    As tools, algorithms, and expectations shift, marketers are questioning the real value of platform certifications. This piece breaks down where they still make a difference and how they fit alongside experience and results.

  1. Pinterest’s 2026 Colour Palette, Interpreted for Canadian Brands.
    Pinterest’s annual colour forecast offers insight into what consumers are planning next. Viewed through a Canadian lens, we explore how the 2026 palette connects to emotion, climate, and category strategy.

Watch & Learn

Upcoming live webinars, interviews and conversations in the SocialNext Marketing Alliance. Every Wednesday at 10 AM Mountain Time / 12 PM Eastern Time.

January 21: The Human Edge: Emotional Intelligence for Marketers in Times of Rapid Change
Technology is reshaping marketing, but leadership still starts with people. Laura, Global Marketing Mentor and Strategic Leader, will unpack why emotional intelligence remains essential as marketers navigate AI and digital change.

January 28: No webinar!
We won’t be hosting a webinar next week as our team will be on-site in Ottawa for SocialNext: Nonprofit & Public Sector. In the meantime, you can rewatch past webinars from conference speakers like Terra Gillespie and Daniel Francavilla, along with many other talented speakers, in the SocialNext webinar archive.

SocialNext in Ottawa: Don’t have tickets yet? You can still join SocialNext: Nonprofit & Public Sector, January 28–29.

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This week, we’re dedicating our job section to a single featured role from our job board. Follow us on LinkedIn for job openings across every province and territory in Canada every Friday.

Business Development Manager (Canada) — Acceler8 Labs
Acceler8 Labs is a performance marketing company founded by former Facebook leaders who set out to build something sharper, faster, and more aligned with how modern brands grow. Today, they partner with fast-growing startups and global brands to turn marketing investment into measurable revenue.

They’re hiring a Business Development Manager to help drive their next phase of growth across Canada. This fully remote role is for someone who enjoys opening doors, leading smart conversations, and turning strong marketing strategy into new business. You’ll be the first point of contact for brands ready to scale, working closely with leadership to shape partnerships and keep momentum moving.

Thanks for reading. We’ll keep bringing you the stories, ideas, and context shaping Canadian marketing.

Marketing News Canada

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