Tesla’s spending on advertisements on X, the social media platform formerly known as Twitter, has dropped sharply in 2025, signaling a shift in the company’s marketing strategy. According to regulatory filings, Tesla spent roughly $400,000 on X ads in 2024. However, in the first two months of 2025, its expenditure totaled just $10,000, suggesting an annual pace of around $60,000 if continued.
The electric vehicle manufacturer began investing in advertising only in late 2023, after years of relying on word-of-mouth and organic publicity. Ads for Tesla vehicles appeared across Google search, YouTube, and X, but interest in paid promotions on X appears to have cooled considerably. While the company still runs hundreds of active campaigns on Google platforms, X has become almost negligible in Tesla’s advertising mix.
Industry analysts suggest that this pullback could reflect broader pressures on Tesla, including increasing competition in the EV sector and a need to prioritize new technology initiatives. The company has reportedly shifted attention toward artificial intelligence applications, energy products, and product innovation rather than social media marketing.
The dramatic reduction in ad spending on X highlights Tesla’s unconventional approach to advertising, relying heavily on organic reach and Elon Musk’s personal social media presence. As the EV landscape grows more competitive, it remains to be seen whether Tesla will reinvest in digital ads or continue to focus on alternative strategies to drive sales and engagement.
