X (formerly Twitter) remains a vital platform for brands aiming to connect with a highly engaged, text-oriented audience. While some major players left in 2023, the platform’s unique demographic and conversational nature offer significant opportunities for those who understand its dynamics.
This guide provides actionable insights, expert tips, and up-to-date benchmarks to help you craft a winning X marketing strategy—whether you're targeting the core male-skewed, 25–35 age group or niche communities within the platform.
What Is X (Twitter) Marketing?
X marketing involves using the platform’s organic and paid features to promote your brand. Unlike visually focused networks, X values brevity, real-time interaction, and high engagement. Success here requires a distinct approach centered on public conversations and timely participation.
Affiliate Marketing on X
X ranks as the fourth most popular platform for affiliate marketing, behind Facebook, Instagram, and Pinterest. Effective affiliate campaigns on X often use UTM parameters to track link performance and drive traffic to affiliate offers without disrupting the user experience.
Influencer Marketing on X
Influencer collaborations on X have declined—from 23% of brands using the platform in 2022 to just 9.9% in 2024. This drop may present an opportunity for brands to tap into a less saturated space. Partnering with relevant creators can help amplify your message to dedicated niche audiences.
6 Tips for a Smart X Marketing Strategy
Define Your Audience and Engage Authentically
X’s audience is predominantly male and aged 25–35, but diverse communities thrive within the platform. Use social listening tools to identify trending hashtags, relevant conversations, and audience preferences. Tailor your engagement to foster a sense of community and belonging.
“The more you invest in meaningful conversations, the more your audience will feel part of your brand,” says Chelsea Evans-Flower of Scott Social.
Respond to mentions, participate in discussions, and use language that resonates with your followers. Authentic interaction builds trust and encourages retweets, replies, and likes.
Develop a Distinct Brand Voice
Your brand voice on X should be conversational, relatable, and occasionally playful. Unlike more formal platforms, X rewards brands that embrace humor, wit, and personality.
Nick Martin, Social Media Marketing Manager at Tipalti, advises: “Don’t be afraid to have a little fun. The best, most follow-worthy brands use the network to raise awareness and keep their product top of mind.”
Take inspiration from accounts like the Oklahoma Department of Wildlife Conservation, which uses a light-hearted tone to drive engagement and community growth.
Create Native, Engaging Content
Avoid overloading your feed with external links. Instead, focus on creating content that lives natively on X—threads, images, GIFs, and videos that convey value without requiring a clickaway.
Repurpose blog posts into visual formats like infographics or short video summaries. Threads are especially effective for breaking down complex ideas into digestible parts.
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Optimize Your X Profile
A polished profile reinforces brand credibility and helps users quickly understand who you are. Key elements include:
- Handle: Use your brand name for consistency.
- Profile Photo: Upload a high-resolution logo or wordmark.
- Header Image: Promote campaigns, events, or culture.
- Bio: Clearly describe your brand in ≤160 characters.
- URL: Link to your website or active campaign.
- Location: Include if relevant, or omit for global brands.
- Verification: Consider X Premium for verification status.
Brands like Wendy’s use their profile creatively—even customizing the location field to align with their brand voice.
Test Content Mix and Timing
Balance promotional and non-promotional content using frameworks like the 80-20 rule (20% promotion, 80% value-added content) or the rule of thirds (promotion, industry insights, and community interaction).
Post when your audience is most active. Generally, the best times are 7 a.m. PST on Mondays and 10 a.m. PST on Wednesdays—but use analytics to customize timing based on your audience’s behavior.
Integrate Paid and Organic Efforts
Boost top-performing organic posts with paid promotion to extend their reach. Use insights from organic engagement to inform your ad targeting and creative. Manage both paid and organic campaigns in a unified dashboard to track performance and adjust strategy in real time.
X Marketing Benchmarks for 2024
Compare your performance against industry averages to gauge your strategy’s effectiveness. Note that engagement rates, impressions, and growth vary widely by sector.
| Industry | Avg. Impressions | Growth Rate | Engagement Rate | Link Clicks |
|---|---|---|---|---|
| Entertainment & Media | 444K | -0.07% | 1.93% | 1.6K |
| Nonprofit | 27K | -0.52% | 2.3% | 64.59 |
| Technology | 42K | 1.02% | 0.93% | 109.85 |
| Retail | 28K | -1.32% | 0.77% | 200.22 |
| Education | 13K | -1.48% | 0.82% | 31.38 |
| Healthcare/Wellness | 6.5K | -0.81% | 0.83% | 21.13 |
Aim to meet or exceed your industry’s benchmarks rather than comparing yourself to top-performing verticals like entertainment or nonprofits.
Frequently Asked Questions
Is X (Twitter) still relevant for marketing in 2024?
Yes. X offers unique access to a engaged, conversational audience. While user numbers may fluctuate, the platform’s real-time nature makes it ideal for customer service, trend participation, and community building.
What types of content perform best on X?
Native formats like threads, polls, GIFs, and short videos typically outperform link-heavy posts. Visual content and conversational updates that encourage replies and retweets also see high engagement.
How often should I post on X?
Consistency matters more than frequency. Aim for 3–5 posts per day, focusing on quality over quantity. Use analytics to identify optimal posting times and adjust based on engagement data.
Should I use hashtags on X?
Yes, but sparingly. 1–2 relevant hashtags per post can increase discoverability without appearing spammy. Research trending and industry-specific tags to align with ongoing conversations.
How can I measure the success of my X marketing efforts?
Track metrics like engagement rate, impressions, link clicks, and follower growth. Use platform analytics or third-party tools to monitor performance and adjust your strategy accordingly.
Can I repurpose content from other platforms for X?
Yes, but adapt it for X’s format and tone. Shorten captions, emphasize visuals, and avoid cross-posting identical content. Tailor messaging to fit the platform’s conversational style.
Conclusion
X marketing requires a nuanced approach centered on engagement, authenticity, and platform-specific content. By understanding your audience, refining your voice, and balancing organic and paid efforts, you can build a meaningful presence that drives brand loyalty and measurable results.
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