Social media is constantly evolving, and keeping up with what works best for your brand can feel like chasing a moving target. X, formerly known as Twitter, has been a go-to platform for years, but recent changes have left many businesses wondering if it is still worth their time, energy, and money.

Let’s break it down. Here’s what’s happening on X right now, what to think about before you stick with it (or move on), and some tips to make it work if you’re staying.

 

What’s Going On with X?

X has gone through some major changes recently. Some of these updates have been great for businesses. Others, not so much. Here’s a quick look at what’s working and what isn’t:

The Good Stuff:

• Real-Time Action: X is still one of the best places to jump into conversations as they happen. Great for events, breaking news, and quick customer support.
• Diverse Crowd: With millions of users, there’s a wide range of people to connect with, no matter your audience.
• Improved Ads: New tools for targeting your audience make it easier to run effective ad campaigns.

The Not-So-Good Stuff:

• Trust Issues: Changes to how accounts are verified and moderated have made some people less confident in the platform.
• Too Much Noise: The constant stream of tweets can make it hard for your posts to stand out.
• Cost vs. Reward: Ads on X don’t always offer the same bang for your buck compared to other platforms like TikTok or Instagram.

 

Should Your Brand Stick with X?

Before you decide to double down on X or take your efforts elsewhere, ask yourself these questions:

1. Are Your People Here?

Do your customers spend time on X? Check the stats to see if your target audience is active and engaged. X is still great for tech enthusiasts, media pros, and people who love staying informed.

2. What Are You Trying to Do?

Think about your goals. Are you looking to handle real-time interactions, boost your credibility, or provide customer support? X can still be a strong choice for these. But you might have better luck elsewhere if you’re all about visuals or e-commerce.

3. Do You Have the Resources?

X moves fast, and keeping up takes time. Make sure you have the team and tools to create great content, respond quickly, and track what’s working.

4. Are Your Competitors Thriving Here?

Look at what other brands in your industry are doing. If they’re making waves on X, it’s a sign that the platform might still be valuable to you.

 

How Can You Make X Work?

If you stick with X, there are plenty of ways to get the most out of it without getting bogged down.

1. Keep It Simple: Don’t overthink your posts! They don’t need to be fancy—they just need to grab your followers’ attention. To stand out, use clear, catchy text and mix in visuals like photos, videos, or polls.

2. Jump on Trends: Stay on top of trending topics and hashtags that fit your brand. Adding your voice to the conversation helps you get noticed.

3. Use Ads Wisely: Take advantage of X’s ad tools to reach specific groups of people. Try different types of ads (such as promoted tweets or website clicks) to see what works best.

4. Talk to Your Followers: Engage, engage, engage. Answer questions, join discussions, and respond to mentions to show your audience you’re listening.

5. Check Your Numbers: Use X’s analytics to see how your posts and ads are doing. This helps you tweak your strategy and focus on what’s working.

 

What Are Your Other Options?

If X just isn’t cutting it, there are newer platforms that might better align with your brand’s goals:

1. Bluesky

Bluesky is a decentralized social platform gaining popularity among early adopters and tech-savvy users. The platform prioritizes user privacy and gives creators more control over their content.

The Good Stuff:

• Innovative Audience: Perfect for brands targeting tech enthusiasts or forward-thinkers.
• Ad-Free (for Now): Without ads, it feels more authentic and less crowded.
• Decentralization: Provides more freedom and transparency for content management.

The Not-So-Good Stuff:

• Limited reach, as it’s still growing.
• Audience skewed toward early adopters rather than mainstream users.
• Being ad-free is a double-edged sword. Sure, you have more room for authenticity and a level playing field, but you also have to rely solely on organic growth.

2. Threads

Threads, developed by Meta, is designed as a conversational platform linked to Instagram. It’s positioned as a direct competitor to X and focuses on text-based interactions.

The Good Stuff:

• Instagram Integration: Easy for brands already active on Instagram to cross-promote and leverage their existing audience.
• User-Friendly: Threads offers a familiar experience, making it easy for new users to adapt.
• Rapid Growth: Threads has attracted millions of users since its launch, including brands exploring alternatives to X.

The Not-So-Good Stuff:

• Still in its infancy, meaning fewer tools and analytics compared to X.
• Engagement levels may vary as it finds its niche.

Exploring other options like Bluesky or Threads can help diversify your strategy and reduce dependence on any single platform.

 

So, Is X Still Worth It?

X still has much to offer brands that want to connect in real-time and demonstrate thought leadership. But, like anything else, it’s not for everybody.

Before you decide, take a step back and consider your options. What goals are you looking to accomplish with X? Does your audience spend time on X? What resources or content do you have to keep them engaged?

If you choose to stay, focus on making high-quality content, keeping relevant, and connecting with your followers. If not, it might be time to explore other platforms like Bluesky and Threads, and see if they’re a good fit for a new home.