Should I Put My Business On X?

Should I Put My Business On X?

Since Twitter rebranded to X, there’s been an ongoing debate about whether businesses should continue investing in the social media platform. Under Elon Musk’s leadership, X has seen significant changes in content moderation, subscription models and overall user experience. So, is it still worthwhile for your business to be active on X?

What’s Changed on X?

The transition from Twitter to X has brought noticeable shifts, particularly towards a more monetised platform. X Premium offers users benefits like fewer ads, longer tweets and increased visibility—but these features come at a cost. This shift toward paid content has made the platform feel more corporate focused, with a growing divide between regular users and paying subscribers.

Content moderation has also changed significantly. While Twitter’s moderation was always a topic of debate, Musk’s approach has sparked further controversy. This shift in moderation policies has made some users uneasy, which may lead businesses to reconsider their presence on the platform.

The Benefits of Using X for Your Business

Despite the changes, X still presents several advantages for businesses. Here are some key benefits to consider:

1. A Large, Active User Base

X continues to host a large and engaged user base across various industries. If your business thrives on real time engagement or wants to be part of trending discussions, X is an excellent platform for increasing visibility. Whether you’re joining conversations, sharing insights or taking part in industry discussions, X can help to increase your reach.

2. Networking Opportunities

X remains a valuable tool for networking, offering opportunities to engage with thought leaders, influencers and other brands. It’s still a popular platform for professional discussions, making it ideal for building relationships, sharing industry insights and collaborating with others in your field.

3. Customer Engagement and Service

X is one of the best platforms for real time customer interactions. Its instant nature makes it easy to respond to inquiries, resolve concerns and share updates with your audience. This kind of direct engagement helps build trust and loyalty, allowing businesses to strengthen their relationship with customers.

4. Hashtags and Trends

X’s use of hashtags continues to be a powerful tool for businesses. By taking advantage of trending topics, businesses can increase their visibility and join larger conversations relevant to their industry. This real time engagement demonstrates that your brand is in tune with current events and discussions.

5. Paid Advertising Options

For businesses looking to invest in paid content, X offers a range of advertising options. With its extensive user base, ads on X can increase brand visibility and target specific demographics or interests. If your marketing strategy includes paid ads, X remains a valuable platform to consider.

The Challenges of Using X for Your Business

While X offers several benefits, there are some challenges that businesses should weigh before fully committing:

1. Uncertainty About the Platform’s Future

One of the biggest concerns for businesses is the uncertainty surrounding X’s long-term direction. With Musk’s ongoing changes, it’s hard to predict how the platform will evolve. For companies planning a long-term strategy, X’s unpredictability may make it difficult to commit significant resources.

2. Paid Features and Content Control

X’s shift towards monetisation means businesses may need to pay for visibility to stay relevant. While X Premium offers features like extended tweets and fewer ads, these come at a price. If your brand doesn’t want to rely on paid content for exposure, reaching the right audience organically could be challenging.

3. Audience Fragmentation

As users migrate to other platforms like Bluesky, X’s user base is becoming increasingly fragmented. Maintaining visibility may become a challenge if your target audience is shifting away. According to Mashable, X’s daily active users peaked at 260 million after Musk’s takeover in 2022 but dropped back to 251 million by mid-2024, reflecting stagnation rather than growth.

Notably, The Guardian reports that between October and December 2024, X lost approximately 2.7 million active U.S. users, while Bluesky gained nearly 2.5 million. This shift highlights the growing appeal of alternative platforms and raises questions about X’s long-term viability for businesses.

At the same time, discussions on Reddit suggest that competitors like Meta’s Threads struggle with limited features—particularly on desktop—while Bluesky provides a more consistent experience across devices. As user preferences evolve, businesses must keep an eye on emerging platforms to ensure they are engaging their audience where it matters most.

4. Reduced Organic Reach

Due to changes in X’s algorithm, organic reach has become more challenging to achieve. For businesses that rely on free visibility, standing out without paying for ads can be difficult. This means that businesses may need to adjust their strategies to continue growing on the platform or explore other options to expand their social media presence.

Is X Right for Your Business?

Deciding whether X is the right platform for your business depends on your goals and audience. If your business thrives on real time engagement with a large, professional user base, and you’re open to paying for additional visibility, X can still be a valuable tool. However, if the platform’s instability or reliance on paid content doesn’t align with your business model, it may be time to consider other options.

Ultimately, staying flexible and being prepared to adjust as things evolve is key. If you choose to continue using X, ensure you have a backup plan in case the platform evolves in a way that no longer supports your business objectives. Whether you stay on X or explore alternatives, keeping an eye on where your audience is and adjusting your strategy accordingly will ensure continued success.

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