The social media platform X, which saw many companies halt their advertising efforts following Elon Musk's acquisition in late 2022, is now experiencing a return of advertisers, as reported by analysts.

The resurgence is partially attributed to fears of potential retaliation from the billionaire entrepreneur, who is closely associated with former President Donald Trump.

According to estimates from eMarketer, advertising revenue on X is projected to increase for the first time since 2021, with a forecasted rise of 17.5% in the United States and 16.5% globally.

Analyst Jasmine Inberg noted that 'part of this growth is driven by fear.'

Many advertisers view spending on X as an operational cost aimed at mitigating potential legal or financial repercussions if they do not purchase advertising space on the social media network.

Since Musk took control of the platform, he has allowed posts that contain hate speech or misleading information under the umbrella of free speech, a move that has caused some companies to withdraw due to concerns about the context in which their advertisements appear.

Inberg cautioned, 'It is too early to talk about a recovery,' indicating that 'advertising activity on X remains less significant in 2025 than it was in 2019.' She added that fear is not always a strong motivator, and the situation remains unstable, as discontent among some users towards Musk is growing.

Additionally, X has succeeded in attracting a new base of advertisers, including small and medium-sized enterprises, which previously turned away from the platform.