A recent analysis from NewsGuard reveals that several Russian, Chinese, and Iranian state media outlets experienced a significant surge in engagement on X, the platform previously known as Twitter, after the removal of “state-affiliated” labels, resulting in a 70 percent increase in engagement, according to a report released on Tuesday.
The study conducted by NewsGuard, an organization specializing in media trends and disinformation, found that within a 90-day period after the label removal, the number of likes and reposts on 12 state media accounts from these three countries surged from 2.93 million to 4.98 million.
Furthermore, Russia’s RT, which already received substantially higher engagement compared to other state media outlets, witnessed a nearly double increase in interactions, skyrocketing from 1.3 million to 2.5 million over the three-month period following the change.
A similar pattern emerged with Iran’s PressTV, which experienced a 97 percent increase in engagement, rising from 215,000 to 425,000 interactions after X eliminated the “state-affiliated” labels.
Meanwhile, Russia’s TASS experienced a 63 percent increase in engagement, accumulating 493,000 interactions in the post-label removal period. China’s Global Times also observed a 26 percent rise in engagement, with 314,000 interactions.
The decision to remove the “state-affiliated” labels on X, which has faced controversy since Elon Musk’s takeover, was prompted by backlash after NPR was labeled “state-affiliated” and later “government-funded” media. In protest, NPR chose to abandon the platform, and soon after, PBS and CBC, also labeled as “government-funded” media, followed suit. Although PBS and CBC have returned to the platform, NPR has not posted on X since April.
According to NewsGuard, the removal of the “state-affiliated” labels means that state-run media accounts are no longer prominently identified as such and no longer face algorithmic restrictions. Previously, X did not amplify accounts marked as “state-affiliated.”
Musk’s decision to replace the verified checkmark system on the platform with a paid subscription service has also contributed to the amplification of state-run media accounts on X, as highlighted in the report.
Out of the 12 accounts analyzed by NewsGuard, nine had a checkmark through X’s subscription service. This service grants users prioritized rankings in conversations and the ability to appear in “For You” feeds.
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