Category: In the News

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As the line between politics and culture becomes more blurred, creators and influencers more often find themselves caught in the crosshairs. 

Those crosshairs are something Kalen Allen, actor and digital creator, knows first hand — from the backlash from a Starbucks brand deal last year amidst political boycotts and to navigating the creator economy in an increasingly polarized cultural stratosphere. Starbucks was under fire because of a dispute brought by a unionized branch, an issue that got lumped into other politically-charged boycotts online, Time reported. But fans took notice when Allen, who largely misattributes the conflict to misinformation, partnered with the brand.

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For the most part, it’s nearly impossible to find advertisers that are spending a substantial amount of their social budgets on X. But more niche industries, such as crypto, see X the same way traditional advertisers view Meta and Google – their audience is there, it delivers good results. It’s a no brainer.

Or at least should be. In this edition of our Confessions series, where we trade anonymity for candor, the chief strategy officer of a crypto firm talks through the frustrating issues they’ve had with X over the past eight months, which has ultimately meant the lion’s share of their social budget has nowhere to go.

This conversation has been edited and condensed for clarity.

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