Earlier this year, BrewDog decided to quit X (formerly Twitter), declaring they were stepping back from the “toxic” platform for the sake of their mental health and company values. For a brand that has built its rebellious image through loud social media marketing and direct customer engagement online, this decision felt, frankly, like pulling the plug on their own spotlight.
James Watt, BrewDog’s co-founder, posted that “X has become a space that no longer aligns with who we are or the conversations we want to be part of.” The sentiment might be understandable – social media can indeed feel overwhelming, for businesses and individuals alike. But is BrewDog’s exit going to change how much time people spend online? Absolutely not. Their customers will simply consume other content while the brand misses out on the daily conversations that shape perception and buying decisions.
BrewDog’s challenge was never really about social media itself, but about how to manage it strategically and sustainably.
“We don’t want our team spending hours firefighting negativity online.”
Here’s the reality: social media is essential for businesses, but it should never be a distraction from delivering excellent products and service. For multi-site operators or growing businesses, expecting managers or founders to post manually every day is unrealistic. Using content planning tools allows you to create, schedule, and queue posts in advance, ensuring consistent presence without draining time or energy from other priorities.
Of course, not every comment on social media is positive, and BrewDog knows this better than most. Public complaints and negative reviews are uncomfortable, but deleting your presence doesn’t solve the underlying issues. In fact, responding to complaints quickly and transparently can enhance your brand, showing you listen, care, and act on customer feedback. Social media is not just a marketing tool; it’s a listening post, offering insights into what your customers love, what they don’t, and what you can improve.
This isn’t the first time BrewDog has challenged digital conventions. During the 2024 data privacy tightening, they briefly paused their email marketing before relaunching with cleaner, consent-driven lists, showing that sometimes, a reset can work. But stepping away from social media completely, especially when your brand thrives on customer interaction, risks losing momentum that competitors will happily snap up.
In the UK, adults spend an average of 2 hours and 30 minutes a day on social media. The smartest brands meet their audience where they are, using a strategic, planned, and well-managed presence to share stories, answer questions, and drive engagement.
In short, if your customers are on social media, it might not be the best idea to pull the plug on your own spotlight.
Need help managing your social media without it taking over your week?
We help businesses like yours create effective social media strategies and consistent content that works for your audience – without burning you out.