Marketing on X (formerly Twitter) continues to be a powerful strategy for brands aiming to connect with engaged, real-time audiences—even as the platform evolves under new ownership. While some major brands have reduced their presence, others are finding unique opportunities in a space that still boasts a highly active, male-skewing user base, with the largest demographic between 25 and 35 years old.
If your target audience aligns with these characteristics, X should be a key component of your social media strategy. Even if not, niche communities and trending conversations offer fertile ground for meaningful engagement.
This guide dives into the latest best practices, expert insights, and up-to-date benchmarks across 13 industries to help you build a high-impact X marketing strategy in 2024.
What Is X (Twitter) Marketing?
X marketing refers to the strategic use of the platform to promote a brand through organic and paid content. Unlike more visually driven platforms, X thrives on real-time conversation, text-based updates, and public discourse. Success here depends on authenticity, responsiveness, and the ability to contribute meaningfully to ongoing discussions.
The platform's open, public nature makes it ideal for thought leadership, customer service, brand personality expression, and rapid response to trends.
Affiliate Marketing on X
Affiliate marketing on X involves promoting third-party products using trackable links—often enhanced with UTM parameters—to measure traffic and conversions. While X ranks fourth in popularity for affiliate marketing (after Facebook, Instagram, and Pinterest), its real-time engagement can amplify link visibility when paired with compelling content.
👉 Discover how to boost affiliate link performance with strategic posting.
Influencer Marketing on X
Influencer marketing on X has seen a significant decline—from 23% of brands using it in 2022 to just 9.9% in 2024. This drop may signal reduced interest, but it also presents an opportunity: less competition means more room for standout voices and authentic partnerships.
Brands that invest in building relationships with micro-influencers or industry experts can tap into highly engaged follower bases without battling for attention in oversaturated spaces.
6 Smart Strategies for X Marketing Success
1. Create Engaging, “X-First” Content
The most effective content on X lives entirely within the platform. Avoid relying heavily on external links. Instead, craft tweets that inform, entertain, or spark conversation without requiring users to click away.
Nick Martin, Social Media Marketing Manager at Tipalti, emphasizes:
“The secret ingredient of a successful brand presence on X is to create content that keeps people on the network.”
Repurpose long-form content like blog posts into digestible formats:
- Threads that unfold a story or idea
- Infographics summarizing key data
- GIFs or short videos highlighting insights
These formats are highly shareable and perform well in feeds. Tools like AI-powered content generators can help transform articles into engaging tweet threads in seconds.
Got to love an infographic…
This one is especially brilliant as it tells you how easy it is to get to Bethlem Museum of the Mind from Central London, from Croydon and from Bromley 🚌🚶🚇🚂🚃
2. Optimize Your X Profile for Impact
Your profile is your digital storefront. Ensure every element reinforces your brand identity:
- Handle: Keep it consistent across platforms and aligned with your business name.
- Profile Photo: Use your logo or wordmark at the correct dimensions.
- Header Image: Rotate it to reflect campaigns, events, or brand values.
- Bio (160 characters): Clearly state who you are and what you do—add personality if appropriate.
- URL: Link to your website or current campaign landing page.
- Location: Include if relevant; otherwise, leave blank for global appeal.
- Verification: Available via X Premium; requires account authenticity and activity.
Wendy’s, known for its witty tone, playfully uses the location field—proving that even small details can reflect brand voice.
3. Understand and Engage Your Community
Engagement isn’t optional on X—it’s expected. The platform rewards interaction: replies, quote tweets, likes, and retweets all boost visibility.
Before engaging, use social listening tools to understand:
- Who your audience is
- What language they use
- Which hashtags they follow
- Which brands or influencers they interact with
Mariya Spektor of SocialChain advises:
“Mimic how they speak… find community tags they resonate with… show up in these communities with your audience.”
Respond promptly and authentically. When Warby Parker replied to a customer whose dog chewed their glasses:
“Your pup has great taste—we don’t have chewing insurance, but let us know if we can help set up a replacement order!”
That blend of empathy and humor builds loyalty.
👉 Learn how real-time engagement drives brand trust on X.
4. Define a Distinct Brand Voice
Your tone on X should feel human, relatable, and slightly less formal than on other platforms. Let creativity shine.
Nick Martin highlights the Oklahoma Department of Wildlife Conservation (@OKWildlifeDept) as a standout example:
“Their strategy and light-hearted tone of voice drive interest and community.”
Their tweet comparing boat launches to Instagram relationships went viral because it was unexpected, funny, and culturally aware.
Taylor Caplan of Duckpin adds:
“Successful brands on X have a distinct voice backed by audience insights… capturing organic engagement that resonates naturally.”
Whether sarcastic, supportive, or silly—be consistent and authentic.
5. Test Content Mixes and Posting Times
Use data to refine your approach. Two popular content frameworks:
- 80-20 Rule: 80% educational/entertaining content; 20% promotional.
- Rule of Thirds: 1/3 brand promotion, 1/3 industry insights, 1/3 audience interaction.
Promotional tweets often drive traffic off-platform—so make the other 70–80% valuable enough to keep users engaged on X.
Best times to post (based on Hootsuite data):
- 7 a.m. PST on Mondays
- 10 a.m. PST on Wednesdays
But optimal timing varies by audience. Use analytics tools to identify when your followers are most active.
Gabe Gomez of Verizon shares:
“Posts we almost didn’t publish were the ones that popped off… Have the courage to try new formats.”
Track performance after each experiment to learn what works.
6. Combine Paid and Organic Strategies
Organic reach has limits. To ensure visibility, integrate paid advertising.
Boost top-performing organic tweets to extend their reach. Repurpose high-engagement content from other platforms into X-optimized ads.
Use AI tools to adapt messaging for X’s fast-paced environment. Monitor both paid and organic performance in one dashboard to adjust budgets and strategies in real time.
2024 X Marketing Benchmarks by Industry
Benchmarking helps you assess performance against peers. Below are key metrics across 13 industries (source: Hootsuite industry benchmarking tool):
Entertainment & Media
- Impressions: 444K
- Engagement Rate: 1.93%
- Link Clicks: 1.6K
Nonprofit
- Engagement Rate: 2.3% (highest across sectors)
- Impressions: 27K
Technology
- Audience Growth Rate: 1.02% (only positive growth)
- Engagement Rate: 0.93%
Government
- Engagement Rate: 1.24%
- Link Clicks: 187.67
Retail
- Link Clicks: 200.22
- Impressions: 28K
While industries like real estate and professional services show negative audience growth, this highlights the importance of differentiation and consistent engagement.
Frequently Asked Questions
Q: Is X still worth it for marketing in 2024?
A: Yes—especially if your audience is male, aged 25–35, or engaged in real-time conversations. Niche communities remain active and responsive.
Q: How often should I post on X?
A: Quality trumps quantity. Aim for 3–5 high-value posts per week. Monitor engagement to adjust frequency.
Q: Should I use hashtags on X?
A: Yes—but sparingly. One or two relevant hashtags per tweet improve discoverability without appearing spammy.
Q: Can small businesses succeed on X?
A: Absolutely. Authenticity and consistency matter more than follower count. Engage directly with users to build trust.
Q: How do I measure success on X?
A: Track engagement rate, impressions, link clicks, and follower growth. Align KPIs with business goals (awareness vs. conversion).
Q: Is Threads replacing X?
A: Not yet. Threads has 175 million MAUs (vs. 611 million on X). Early adopters report success through responsive engagement—but it’s still experimental.
👉 See how integrated analytics can elevate your social strategy.
Final Thoughts
X remains a dynamic platform for brands willing to participate in conversations—not just broadcast messages. By focusing on audience insight, authentic voice, and data-driven optimization, you can build a presence that stands out—even in a changing landscape.
Whether you're leveraging trends, launching campaigns, or simply replying to customers, every interaction is a chance to deepen relationships and grow your brand.
Core Keywords: X marketing, Twitter marketing 2024, social media strategy, engagement rate, content mix, brand voice, social listening, influencer marketing