Charities' declining use of Elon Musk's X is seeing them becoming increasingly innovative with the use of video to tell their story to donors through other platforms such as TikTok, a report has found.

Fundraising platform Enthuse’s 2026 Charity Pulse report found that almost a half of charities are used video channels over the last year, compared to just over a third the previous year.

A factor is that “the X-odus from what was formerly Twitter may have freed up bandwidth for charities to experiment with other social media channels and other ways of delivering information”.

Falling use of Musk's X by charities comes amid concerns over a prominence of right-wing extremist content on the platform and a decline in interest among the public.

ACEVO, Race Equality Foundation and Mermaids are among charities to quit X for other platforms.

Enthuse cites Ofcom figures, which show that the number of UK adults using X has dropped from 24m in 2023 to 19.4m in 2025. Over the same period TikTok gained 6.1m more users.

Commenting on charities’ increasing interest in video focused channels, Enthuse says: “Storytelling is a key aspect of fundraising and these channels are often free to use and perfectly suited to visual, narrative content.”

Among charities that are successfully using video to engage with supporters is RSPB with its Bird of the Week content and English Heritage with it’s The Victorian Way segments, says Enthuse.

@rspb What bird do you want to see next? 👀 pssst: want to see even more robins? head to the link in our bio to join our 2024 big garden bird watch, the worlds largest wildlife survey (spoiler: there’s birds) #robin #robins #birdtiktok #birdoftheweek #birdsoftiktok #birdtok #birdmemes #uk #birdlover #birdlovers #birding ♬ original sound - RSPB

Its report adds that fundraisers increasing interest in video channels is part of a trend across many industries of “embracing the potential of engaging, visual content and testing for results”.

Ethuse’s report also found growing interest among fundraisers of using AI imagery. Around one in six are using AI images and photography, compared to just over one in ten the previous year.

Also nearly a third are either trialling or researching using AI generated images in their fundraising.

Other findings include almost four in five charities reporting that their fundraising income has either stayed the same or increased over the last year.

More than half say they expect to see income growth from fundraising events over the coming year.

---