If Trump decides to return to regularly posting on X, it could be a major boon to the platform’s effort to attract an audience as it faces increased competition. The Threads logo on a laptop arranged in the Brooklyn borough of New York, US, on Tuesday, July 11, 2023. He shared Trump’s X post saying, “Next-level.” Later, appearing to reference the former president without explicitly naming him, Musk posted that “the speed at which your message on this platform can reach a vast number of people is mind-blowing.” Trump’s return appeared to be welcomed by X owner Musk, who has been encouraging politicians and public figures to post on the site in a bid to improve user numbers. On Thursday, he posted a photo of his mug shot – the first such photo of a US president in history – after his surrender in Georgia on more than a dozen charges stemming from his efforts to reverse the 2020 election results there. Trump on Thursday night posted on the platform for the first time since January 2021, when he was suspended for violating Twitter’s rules against glorification of violence in the wake of the January 6, 2021, attack on the US Capitol. But it could also present a new set of challenges for the social network, including for its effort to revive its ad business, if Trump decides to resume regularly posting on the platform at all. Trump, who has nearly 87 million followers, could attract a wide set of viewers, especially in the lead up to the 2024 presidential election, where he is the front-runner for the Republican nomination. The return of Trump – who used to be one of the site’s most prominent, if controversial, users – could mark a turning point for the company now called X after months of turbulence. Nine months after Elon Musk reinstated Donald Trump’s account on the social network previously known as Twitter, the former president has returned to what was once his platform of choice for communicating with the country.
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