Is X (formerly Twitter) Still Worth It for Your Business?
For most businesses, X isn’t the best platform to invest your time in. At SocialSurge, we have experience with managing X (Twitter) accounts for our clients in the past, and we don’t see the value (from a large-scale SEO side). It requires heavy engagement, is hard to stand out, and often attracts negative feedback (X isn’t filtered like other social platforms). But there are exceptions, especially for personal brands and media companies.
Why We Rarely Recommend X for Business Strategies
When clients ask us which social channels they should prioritize, one we seldom suggest is X. While it’s still widely used, it’s also one of the hardest platforms to succeed on as a business. Here’s why:
1. Time Commitment vs. Actual Value
When choosing social media channels, the main thing to consider is whether the time spent will provide enough value. For many businesses, the answer to using X in your social media strategy is simply no. Success on X takes more than posting; it takes constant engagement. Think about this:
- Jumping into relevant conversations constantly
- Replying to comments and mentions of your page
- Staying active daily (or even hourly)
For most businesses, that’s simply too much time for too little return. On the other hand, platforms like Instagram, Facebook, LinkedIn, and TikTok often offer more value for less effort.
2. It’s Hard to Stand Out
With millions of posts per minute, your content on X can disappear fast. Unless you already have a following on X, it might be harder to build visibility for your brand. To stand out, brands need:
- A distinct voice associated with your brand
- Attention-grabbing, short-form content
- High frequency and timing strategy
If that sounds like a full-time job, it is.
3. X Can Be a Magnet for Negative Feedback
X has a reputation for being a platform where users voice complaints loudly. While this has the potential to be a great way to address customer concerns, it also has the potential to harm your brand’s reputation. It is especially tough for small businesses that may not have the resources to manage their page effectively.
When X Does Make Sense for Your Business
Despite its challenges, X can work for specific types of businesses:
- Personal Brands: Personal brands have the opportunity for success on X as the platform allows them to engage with their customers. Those personal brands can engage in 1:1 conversations with their followers and interact in relevant discussions in their niche.
- Media Companies & News Outlets: X is where breaking news lives. If your content is timely or commentary-based, it’s worth considering.
- Commerce Companies (with strong support teams): Commerce companies can benefit from a strong presence on X as they can use it for customer service as well as for product promotion. To be successful as a commerce company on X, you have to make sure you have the time and resources to effectively manage the account.
Choose the Platform That Matches Your Goals
While X has unique advantages, it’s often not worth the time investment for most businesses. When crafting your social media strategy, focus on platforms that:
- Match your audience
- Fit your content style
- Align with your team’s capacity