The Scoop: Subreddits’ ban on X links highlights changing sentiment
Also: CNN lays off 200 as digital push continues; ‘Wicked’ marketing aims to strike balance between feeding die-hard and not annoying casuals.

Some Reddit users are organizing a boycott of X.
Musk, speaking at an inaugural event, placed his hand on his chest and raised his arm in a gesture that many compared to a Nazi salute. Musk dismissed the accusations, calling them part of a “dirty tricks campaign” and labeling the criticism as “tired.”
But many people on social media, including Reddit, disagree.
The backlash gained momentum as moderators from various subreddits announced they would ban links to X. This ban included a variety of subreddits on all topics. Among them were communities like the women-focused r/TwoXChromosomes, which has 14 million members, according to the Washington Post. Major sports discussion hubs, such as r/NFL with 12 million subscribers and r/NBA with 15 million, also joined in.
Supporters of the boycott cited Musk’s gesture as the final straw, alongside grievances over misinformation and X’s prioritization of paid users. A moderator for a Formula 1 subreddit noted that feedback from their community prompted their decision, saying, “Twitter has become a low-quality source” and that it promotes “sensationalist content.”
“It’s a community-driven response to ethical concerns,” said Jarrod Maynard, a person the New York Times identified as a moderator one of the subreddits that’s imposed an X ban. Maynard emphasized the boycott was not censorship but a refusal to drive traffic and ad revenue to the platform.
However, the boycott has sparked division. Musk supporters claim it is an orchestrated attack.
Each subreddit is governed individually by moderators, not by the company itself. Reddit has clarified that the boycott isn’t a company policy.
Why it matters: What was once a dark corner of the internet is now acting as a kind of moral compass for online behavior. But this boycott might turn out to be a canary in the coal mine to determine broader shifts in how people feel about and use social media.
Social media users have claimed they’re done with X and more recently Meta because of controversial changes. However, it’s difficult to know whether people are actually leaving these platforms or just saying they will.
That’s where Reddit could come in handy for marketers and social media teams. If people stop posting X links, it could provide a glimpse into what real user dissatisfaction looks like in practice – and if the brand has become too radioactive to associate with.
What’s especially interesting is how this isn’t just happening in politically charged subreddits. It’s spreading to local forums and even sports communities – groups that have historically relied on X for live updates and discussions. Seeing NFL fans, typically thought of as a conservative fan base, turn against X is a big deal.
If they’re walking away, it means the frustration with Musk and X runs deep.
Even for people who aren’t ready to completely quit X, this push to stop linking to it shows a growing appetite to limit the platform’s influence. And this isn’t just about one controversial moment at Trump’s inauguration. It’s about a broader rejection of misinformation, sensationalist content and the prioritization of paying users.
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- Universal’s first “Wicked” film was a massive success, earning $700 million worldwide and building a loyal fanbase. Now, its marketing team aims to replicate that success with the sequel, “Wicked: For Good,” set to release this Thanksgiving. Mike Polydoros, CEO of PaperAirplane Media, told CNBC that the key is to keep fans engaged with “just enough nuggets” to maintain excitement among die-hard fans while not overdoing it alienating casual fans. To do that, Universal is releasing the film only about a year after the first to feed off some of the still-lingering hype, including award show buzz surrounding it. “Marketing the movie is one thing, but marketing the experience of going to the movies is another,” said Brandon Jones, president and CMO of FilmFrog. Other brands can take a page from this by finding the sweet spot between keeping fans excited and not overloading them. It’s also a reminder that good timing and tapping into what’s culturally relevant can make a big impact – even without a $700 million lead-in.
- UnitedHealth Group has promoted longtime executive Tim Noel as the new CEO of UnitedHealthcare, succeeding Brian Thompson, who was shot outside a company meeting on Dec. 4. UnitedHealth wrote to CNN that Noel “brings unparalleled experience to this role with a proven track record and strong commitment to improving how health care works for consumers, physicians, employers, governments and our other partners.” The announcement, delivered via a brief email, lacked the typical pomp of major leadership news. Under tragic circumstances, Noel steps into the role at a time when health insurers face intense public scrutiny over their practices. Since Thompson’s death, UnitedHealth and other insurers have reduced the visibility of their executives. CNBC reported that companies in the industry, including UnitedHealthcare, have removed executive photos and personal details from websites due to safety concerns.
Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.