If you’re evaluating which social platforms make the most sense for your business, you’ve probably considered X, formerly known as Twitter. X continues to market itself as a powerful platform for business, citing impressive stats.
- Users are 36% more likely to try new things
- 2x more likely to make in-app purchases
- 38% more likely to download apps from ads
That sounds promising. But should your business really be on X? The answer depends on your goals, resources, and niche. In most cases, we don’t recommend it as a top organic strategy.
Let’s break down why.
Paid vs. Organic Strategy on X
If you’re using X for paid advertising, it may be worth testing. The platform claims high engagement with ads, and if your target audience aligns with X’s user base, you could see returns, especially for app downloads or tech-related products.
But if you’re going the organic route, growing a following on X is much harder in 2025 than it was even a few years ago.
You’ll need a dedicated team to create content, a consistent posting schedule, and an understanding of trending formats and cultural moments.
And if you’re already wearing multiple hats as a small business owner, X may not give you the return on time and effort you’re looking for.
Content Creation on X Takes Time
Managing X effectively requires a significant content pipeline. Here’s a simplified view of what that can involve:
- Write text posts or script and record videos
- Create supporting visuals or graphics
- Edit for multiple formats
- Write captions tailored for X’s tone
- Schedule and post content regularly
- Engage with users in real time
Using tools like Post Planner can help automate scheduling, but content still needs to be created manually, especially if you want to stand out. And unless you’re a large brand with in-house creatives, it’s tough to produce consistently compelling material for X.
Learn more about social media marketing here.
Is Brand-Facing Content Worth It?
Here’s the reality: unless you’re Wendy’s or have a meme-savvy comedy team on retainer, brand-facing content on X usually falls flat.
Wendy’s works because their tone is funny and bold, they have national brand recognition, and their humor aligns with X’s culture.
For most small or local businesses, copying this playbook won’t work. Your meme might go viral, but it likely won’t convert viewers into customers. It could even distract from your actual business goals.
Personal Brands Win on X
A smarter way to use X? Lean into personal branding.
Users on X prefer content that feels authentic, insightful, or entertaining. People want to follow people, not logos. So instead of pouring energy into a business account:
- Create a personal profile as the business owner or founder
- Share commentary related to your industry
- Weave in mentions of your business subtly (in your bio or occasional posts)
This approach builds trust and recognition without trying to force traction on a brand profile that no one asked to follow.
The Cost of Verified Business Accounts
X has introduced new tiers for businesses that want verification, and they’re not cheap.
| Plan | Price | Key Features |
|---|---|---|
| Basic | $2,000/year or $200/month | Gold checkmark, $2,500 ad credit, dedicated support |
| Full Access | $10,000/year or $1,000/month | Premium access and expanded features |
That’s a steep cost for a badge that no longer holds much prestige, given that anyone can buy verification. And while it might improve your visibility slightly, there’s little evidence it meaningfully impacts sales or growth for most brands.
Tips If You Do Use X
If you’re still set on trying X, here are some best practices:
- Plan ahead: Create a spreadsheet of 50–100 tweets around evergreen or opinion-driven topics in your niche.
- Use threads: These multi-part posts perform well and are easier to engage with.
- Study successful accounts: Spend time on X as a user. Scroll through your feed, note what’s getting traction, and adapt the structure or tone to your industry.
- Follow format trends: Just like TikTok or YouTube Shorts, format is everything.
Here’s an example of a thread content type that works well on X.
The personal journey content type also seems to do well on X.
And remember: stay consistent. Posting once a week won’t cut it, especially if you’re not tapping into trending topics or current events.
Be Cautious of Platform Quality
X has some issues. There are a high volume of bots and fake accounts. Low overall user quality and engagement for businesses can be a problem. There’s also increased spam and scam attempts due to loose verification standards.
That’s not to say it’s unusable, but you need to factor this into your expectations. You might get impressions, but whether they lead to real business results is another story.
Who Should Be on X?
X can work well if you are:
- A media company or news outlet sharing real-time updates
- A founder building a personal brand in tech, marketing, or finance
- An industry expert sharing hot takes, breakdowns, or commentary
- A politically charged or controversial brand that thrives on division (yes, really)
For everyone else? Especially eCommerce, local services, and small B2B brands: your time is better spent elsewhere, like Instagram Reels, Facebook Ads, or Google SEO.
Final Verdict
X isn’t dead for business.
If you’re a small business with limited time and budget, skip X. Focus instead on platforms that are more visual, more discoverable, and more likely to generate real ROI.
But if you’re building a personal brand, have time to post daily, and want to be part of the real-time conversation? X might still be worth the effort.
Just don’t expect results overnight.