Twitter's rebrand to X brought changes, but the platform's core strength remains: it's where conversations happen in real-time. For brands willing to engage authentically, X offers unique opportunities for voice, visibility, and community.
Understanding X's Unique Position
X is different from other platforms:
Real-time conversation. Events, news, and cultural moments unfold on X first. This creates opportunities for timely engagement.
Text-first format. While video and images perform well, X rewards clever writing and ideas more than other platforms.
Direct engagement. The expectation of two-way conversation is higher on X than anywhere else.
Thought leadership. X is where industry conversations happen. Being present establishes expertise.
Content Strategy for X
What works on X:
Takes and opinions. X rewards having a point of view. Generic content is invisible.
Threads. Long-form content broken into tweet threads can perform exceptionally well.
Timely commentary. Responding to events and trends in real-time drives engagement.
Behind-the-scenes. Quick, authentic glimpses into your business.
Humor. Brands with personality and wit win on X.
Value-driven content. Tips, insights, and useful information relevant to your audience.
Building Voice on X
Your X presence needs distinct voice:
Personality matters more here. Corporate speak fails. Human voice wins.
Consistency. Develop recognizable patterns, phrases, and style.
Engagement style. How you reply to others is as important as what you post.
Speed. X moves fast. Timely responses and real-time engagement matter.
The Engagement Playbook
Active engagement is essential on X:
Reply to mentions promptly. Hours, not days.
Quote tweet strategically. Adding value to others' content while reaching their audience.
Join conversations. Comment on trending topics relevant to your brand.
Engage with industry peers. Build relationships publicly through interactions.
Thread Strategy
Threads are X's long-form format:
Hook first tweet. Must be compelling enough to drive "see more" clicks.
Clear structure. Numbered points, clear progression.
Valuable content. Each tweet should provide value; don't pad for length.
Strong ending. Final tweet should summarize and include call to action.
Video on X
Video performance has increased on X:
Native video preferred. Upload directly rather than linking.
Short format. Under 2 minutes typically performs best.
Captions essential. Most viewing is with sound off.
Hook immediately. First seconds determine whether anyone watches.
X Advertising
Paid options on X:
Promoted tweets put content in front of targeted audiences.
Follower campaigns grow audience.
Website cards drive traffic to landing pages.
Targeting options include keywords, interests, followers of specific accounts.
Common X Mistakes
Avoid these pitfalls:
Broadcasting without engaging. X rewards conversation. One-way posting fails.
Being boring. Generic, personality-free content is invisible on X.
Over-automation. Scheduled content without real-time presence feels inauthentic.
Ignoring negative feedback. How you handle criticism on X is visible to everyone.
Posting too much or too little. Find sustainable rhythm — multiple times daily is typical for active brands.
X may have changed its name and ownership, but the opportunity to build voice, engage audiences, and establish thought leadership remains substantial for brands willing to show up authentically.