Love it or hate it, X remains a powerful platform for brands to connect with audiences, build communities, and drive meaningful engagement. Using X effectively in 2025 and beyond will require not just creativity but also a strategic approach that caters to the platform’s strengths and trends.
Let's look at actionable X (formerly Twitter) social media marketing strategies, with the insights and tools needed to make the most of its capabilities. From setting clear goals and crafting engaging content to using the right tools and analyzing performance metrics, you’ll learn how to turn X into a key component of your marketing strategy.
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Is Implementing an X (Twitter) Strategy Right For Your Marketing?
X’s real-time nature and diverse user base create unparalleled opportunities for brands to have meaningful conversations and amplify their messages to a global audience. It's always been a dynamic platform that enables businesses to engage directly with their followers, share timely updates, and stay ahead of trends that matter to their industry.
Its unique ability to blend organic interactions with targeted advertising makes it a great tool for businesses aiming to build brand awareness and foster community engagement.
As of 2024, X had an estimated 429 million users worldwide, with over 106 million of these users being in the US. In terms of number of visits, X was fourth in the US, after Facebook, Instagram, and Pinterest, respectively.
It should be noted, however, that X’s popularity has been in decline of late, although the company disputes that. The platform has a long-standing reputation as a vector for misinformation and spam, and concerns about brand safety have only intensified since the platform’s takeover by the often-divisive Elon Musk. X has, however, outlined the steps being taken to address these issues.
Regardless, among B2B marketers, a survey by the Content Marketing Institute found a notable decline in usage, with 27% saying they don’t use X in 2023, increasing to 39% in 2024 — the only sizeable decrease among social media platforms.
Based on its own research, Kantar reports that a net 26% of marketers plan to reduce ad spend on X in 2025, “the biggest recorded pullback from any major global ad platform”. Marketers’ trust in the platform has decreased from 22% in 2022 to 12% in 2024, and only 4% think ads on X provide brand safety (contrasted with Google’s 39%).
Despite this turbulence, X remains a valuable marketing platform. So, let’s explore the most effective strategies for leveraging it.
Nailing X (Twitter) Marketing Strategy in 5 Steps
Mastering X as a marketing platform doesn’t have to be overwhelming. It helps to go one step at a time, and by following these five essential steps, you can create a strategy that captures attention, drives engagement and maximizes results.
- Setting your goals
- Building a strong X (Twitter) profile
- Planning content
- Engaging your audience
- Advertising on X (Twitter)
1. Setting Your Goals
Before launching your X marketing efforts, you need to know exactly what it is you want to achieve. This means setting clear and measurable goals. Defining your objectives will help guide your strategy and ensure that every tweet or campaign contributes to your broader business ambitions.
Here are some common goals to consider:
- Increase brand awareness: Many marketers use X to build awareness by sharing compelling stories, using hashtags strategically, and participating in trending conversations.
- Drive website traffic: Consider using X as a channel to share blog posts, product pages, and other key content.
- Boost engagement: You can focus on interactions like likes, retweets, replies, and mentions to create a vibrant and active community around your brand.
- Generate leads or sales: Convert followers into customers through promotional tweets, X Ads, and call-to-action links.
- Enhance customer support: You can also use X as a responsive platform where customers can reach out with questions or concerns, demonstrating your brand’s commitment to excellent service.
2. Building a Strong X (Twitter) Profile
Your profile is the foundation of your presence on X, and a strong one ensures that first impressions count. It sets the stage for meaningful engagement with your audience.
Focus on these key elements to build yours:
- Profile picture: Use a high-quality logo or easily recognizable image to represent your brand.
- Username and handle: Choose a username and handle that is consistent with your brand identity and is easy to find.
- Bio: Write a concise and engaging bio that highlights your brand’s mission, values, or unique selling points.
- Header image: Use an eye-catching header image that aligns with your brand’s aesthetic and supports your messaging.
- Pinned tweet: Think carefully about the content you want to draw attention to with a pinned tweet, such as a promotion, announcement, or a popular post.
- Link: Add a website or landing page link to drive traffic and offer followers more information about your brand.
3. Planning Content
3.1 Types of Content
A diverse mix of content is essential for keeping your audience engaged and interested. Try to combine formats such as text, images, videos, polls, and GIFs.
Educational content (like tips and how-to guides) is a useful way to establish authority in your niche, while entertaining posts (such as memes or light-hearted commentary) make your brand relatable.
Promotional content puts your products or services in the spotlight but should be balanced with value-driven and interactive posts that invite engagement. A bit of variety ensures your content appeals to a broad audience.
3.2 Posting Schedule
For staying visible and relevant on X, consistency is key. Develop a posting schedule that aligns with your audience’s active hours. While daily posting is ideal, quality should always come before quantity. Schedule tweets in advance to maintain a steady presence but remain flexible to capitalize on real-time opportunities.
3.3 Using Hashtags
Hashtags might not be used as much as they used to be, but they’re still an effective tool to expand the reach of your tweets. Try to use a mix of popular and niche-specific hashtags to increase visibility and connect with the communities you’re targeting.
3.4 Engaging With Trending Topics
Trending topics are opportunities to align your brand with current conversations. Monitor X’s trending section for relevant topics that resonate with your brand’s values or audience interests.
If you choose to participate, ensure your input adds value or offers a unique perspective and avoid jumping on trends that could appear forced or off-brand.
3.5 Using Twitter Moments To Curate Content
Twitter Moments allow you to curate collections of tweets around a theme, event or campaign. You can use Moments to showcase user-generated content, product launches or significant milestones. This feature is a great way to organize your content and an engaging way for your audience to explore your brand’s story.
4. Engaging Your Audience
Engagement is the heart and soul of a successful X marketing strategy. Through meaningful interactions, you can build strong relationships that grow brand loyalty and create a vibrant online community. Here’s how to engage effectively:
4.1 Real-Time Interaction
One of X’s biggest strengths is its ability to facilitate real-time conversations. Respond promptly to mentions, replies and direct messages to show your audience that you value their input and are actively listening. This strategy can boost visibility and help you stay top-of-mind with your followers.
Engaging in live events or discussions — like Q&A sessions, AMAs (Ask Me Anything), or reacting to breaking news relevant to your industry — can further demonstrate that your brand is switched on and authentic.
4.2 Community Building
Building a sense of community around your brand is crucial for fostering loyalty and long-term engagement. Try encouraging your audience to participate in discussions by asking questions, running polls, or inviting them to share their experiences with your products or services.
Highlighting user-generated content (including testimonials, reviews, or creative posts featuring your brand) can make followers feel valued and connected. You can also join (or start) niche-specific conversations or hashtags to help solidify your position as an active and influential member of your industry’s community.
4.3 Customer Support
X is a popular platform for customer support, offering a quick and public way to address inquiries or resolve issues. By establishing a dedicated customer support handle, you can include support-focused content in your main profile to make it clear that help is always just a tweet away.
Respond quickly and professionally to complaints or questions to demonstrate accountability and build trust with your audience. Solving problems and turning potentially negative experiences into positive ones is a fantastic way to enhance your brand’s reputation.
5. Advertising on X (Twitter)
Advertising on X offers businesses an opportunity to reach highly targeted audiences and amplify brand messaging. There are various ad formats and tools for you to craft impactful campaigns tailored to your audience’s preferences and behaviors. Here’s how to make the most of X’s advertising options:
5.1 Promoted Tweets, Accounts and Trends
X provides a range of ad formats to suit different goals, including Promoted Tweets, Promoted Accounts, and Promoted Trends. These ads allow businesses to increase visibility, grow their follower base, and join trending conversations. Promoted Tweets drive traffic or engagement while Promoted Accounts help boost brand discovery. Promoted Trends helps brands position themselves at the center of popular discussions.
5.2 Crafting Effective Ad Campaigns
For ad campaigns on X that get results, use eye-catching visuals and concise and compelling copy with strong calls to action to grab attention and encourage clicks. Be sure to tailor your messaging to your target audience’s needs and preferences and consider using video or interactive elements for higher engagement.
5.3 Budgeting and Monitoring Ad Performance
Set a clear budget for your campaigns based on your goals and expected return on investment (ROI). X’s ad platform allows you to control spending through daily or total campaign budgets. Use analytics tools to track performance metrics such as impressions, clicks, engagement rates, and conversions. Regularly review your campaign data to optimize targeting, refine messaging, and allocate resources to the best-performing ads, ensuring maximum efficiency and impact.
When evaluating your campaign performance, focus on key metrics such as:
- Click-through rate (CTR)
- Cost-per-click (CPC)
- Conversion rate
- Overall engagement
These data points provide insight into how well your ads resonate with your audience and help to pinpoint areas to improve. You can use X’s built-in analytics dashboard to streamline monitoring, or third-party tools like Google Analytics, which offers in-depth reports and real-time tracking to help you make adjustments that maximize your ROI.
3 Examples of Great X (Twitter) Marketing Strategies
To understand the power of X as a marketing tool, it’s best to look at standout brands that have mastered the platform. Three, in particular, have set the bar.
1. Wendy’s
Wendy’s has become synonymous with sharp, witty, and often hilarious tweets that grab attention and get people talking. The brand’s strategy revolves around being unapologetically authentic and using humor and pop culture references to connect with a younger audience.
Wendy’s frequently engages in playful banter with competitors, responds to fan tweets, and even creates viral moments through roast sessions and meme-worthy content. This approach keeps followers entertained while solidifying Wendy’s as a relatable and memorable brand in the fast-food industry.
2. Nike
Nike’s approach to X exemplifies how global brands can build strong connections with their audience by combining strategic interaction with innovative campaigns. The brand operates multiple dedicated feeds for its sub-brands, such as Nike Football, Nike Basketball, and Nike Golf, providing tailored content for niche communities.
These accounts prioritize responding to mentions, offering training tips, product information, and encouragement. Nike also uses X for customer service through its Nike Support handle, which efficiently addresses hundreds of inquiries daily.
Nike’s marketing campaigns on X also stand out for their creativity. During the London Olympics, its #FindGreatness campaign celebrated everyday athletes, which resonated more than traditional sponsorship ads. Blending direct engagement with impactful storytelling has enabled Nike to turn X into a powerful tool for both community building and brand promotion.
3. JetBlue
JetBlue has earned praise for its exceptional use of X as a customer support platform. The airline’s team is renowned for responding quickly and professionally to passenger inquiries, complaints, and compliments.
JetBlue also uses X to share travel tips, promote deals, and show the brand’s human side by engaging in humorous interactions. Prioritizing customer satisfaction and real-time communication has enabled JetBlue to position itself as a leader in using X for both marketing and customer service.
X (Twitter) Marketing Strategies: Wrapping Up
X is still a powerful and dynamic platform for businesses to connect with their audiences, drive engagement, and build lasting brand loyalty. Marketers can create impactful campaigns by leveraging its real-time capabilities, diverse user base, and versatile tools. Mastering the platform for marketing requires both creativity and strategic planning.
As you refine your marketing efforts in 2025, let these strategies and examples inspire you to harness X’s full potential. There’s no shortage of opportunity, and with the right approach, X can be a cornerstone of your digital marketing success. For the quickest route to surefire success, consider consulting with the experts.
X (Twitter) Marketing Strategies FAQs
1. When is the best time to post on X (Twitter)?
Timing is critical to maximize engagement and visibility on X. According to insights from Sprout Social, the best times to post on X are generally midweek during the early to mid-morning hours. Specifically, Tuesdays through Thursdays between 9 am and noon tend to show the highest levels of user activity.
However, optimal posting times can vary depending on your audience and industry. X’s analytics tools or third-party platforms can help you track your followers' activity and fine-tune your schedule.
2. What is the ideal length for a tweet?
The ideal length for a tweet is generally considered to be between 71 and 100 characters, striking the right balance between easy readability and substance. Tweets within this range are more likely to be shared, as they are concise but still contain enough information for relevance and context.
3. Which should I prioritize: organic content or paid ads?
Your brand can build authentic relationships with your audience by prioritizing organic engagement on X, earning their trust and loyalty. Consistent community engagement and great content can enhance brand awareness and credibility without relying on budget. But while organic growth is more cost effective and less intrusive, it does take longer.
Paid ads, on the other hand, can amplify your reach and target specific demographics with both speed and precision, driving immediate traffic and conversions. Paid ads provide the scalability and quick visibility promotions new products or campaigns need to succeed.
It’s when combined in the right mix for your brand’s needs that you’ll see the best results, as organic engagement builds a strong foundation, and paid ads reach broader or more targeted audiences.
