I've spent years watching businesses struggle to adapt to X after Twitter's rebrand. From small local shops to global enterprises, the transition has been rocky for many. Some cling to outdated Twitter tactics, while others abandoned the platform entirely, missing out on its evolving potential. My experience managing X accounts across diverse industries has shown me what works and what falls flat in this new landscape.
With about 611 million monthly active users worldwide, X offers significant opportunities if you use it right. The platform continues to be a powerhouse for real-time conversation, customer service, and thought leadership. What most marketers miss is how dramatically the algorithm and user behavior have shifted since the rebrand. Content that performed well on Twitter often tanks on X, while new content formats are seeing unprecedented engagement.
Here are 10 proven strategies that actually work for businesses on X in 2025.
Your X profile is often the first impression potential customers have of your business. A complete, professional profile builds credibility and communicates your brand values effectively.
While growing your audience is important, focus first on quality over quantity. Many businesses rightly buy authentic X followers from SocialPlug after optimizing their profile, as doing it beforehand puts the cart before the horse. A polished, compelling profile comes first, then getting real and genuine followers who actually engage with your content looks more natural.
Choose a clear, recognizable profile picture – preferably your logo. For your header image, select a high-quality banner that showcases your products or services. Your bio is limited to 160 characters, so include your value proposition, relevant keywords, and a touch of personality.
I once worked with a tech startup whose pixelated logo and generic header image were killing their engagement. After a 30-minute profile makeover, their profile visits doubled within weeks.
Choose a handle that closely matches your business name – keep it short and memorable. Your display name should clearly state your business name but can be temporarily modified to highlight promotions.
Don't overlook your pinned tweet. For a SaaS client, we pinned a short product demo that became their best-converting content, immediately showing visitors their product in action.
X has its own unwritten rules and culture. The most common mistake? Treating it like a broadcast channel rather than a conversation platform.
Reposts: Share content you endorse, but be selective.
Quote posts: Add your perspective to others' content – these generate about 24% more engagement than simple reposts.
Mentions (@): Use to grab attention or give credit – relevant mentions of larger accounts can increase visibility.
Hashtags (#): Less is more – 1-2 relevant hashtags generally outperform posts stuffed with them.
Direct Messages (DMs): Use for private conversations, but avoid unsolicited sales pitches.
Lists: Create separate lists for clients, industry news, competitors, and potential partners to cut through the noise.
Define specific objectives for your X presence:
Driving website traffic: Create X-exclusive discount codes you can track.
Building brand awareness: Measure success by mentions and profile visits.
Providing customer service: Aim to reduce support ticket volume through prompt X responses.
Generating leads: Use polls to identify pain points, then create content addressing those challenges.
Establishing thought leadership: Share insightful analysis during relevant industry moments.
The biggest problem with most business X accounts? Boring, forgettable content. Nobody follows your business to see marketing messages – they expect value.
Start with a strong hook – you have about 2 seconds before someone scrolls past. Write conversationally, using strong verbs and specific details. Include clear calls to action and use visuals strategically – custom graphics consistently outperform stock photos.
For a cybersecurity client whose posts about "data protection strategies" were ignored, we started leading with actual hacking statistics. Engagement tripled almost immediately.
Use broader hashtags when you want reach, and niche hashtags when you want engagement. For a home baker using generic tags like #baking, we switched to specific tags like #sourdoughbread, dramatically increasing engagement despite reaching a smaller audience.
Research trending hashtags in your industry before posting, and consider creating branded hashtags for specific campaigns – though don't expect these to gain traction immediately.
X isn't a bulletin board; it's a conversation. The algorithm rewards accounts that engage with their community by increasing their visibility.
Don't wait for people to come to you – go to them. Spend time daily searching for conversations where you can add value. Create regular rituals that your community can participate in, like weekly questions or polls that spark discussion.
For a fitness equipment company struggling on X, we shifted from promotional posts to having the founder answer fitness questions. They quickly became known as a helpful resource rather than just another company selling products.
Speed matters tremendously. When a software client committed to answering support questions within 30 minutes (down from 5+ hours), their customer satisfaction increased by 28%.
Use X Advanced Search to find people talking about your brand who haven't tagged you – proactively responding to these mentions consistently surprises and delights customers. Address issues publicly first, then move complex conversations to DMs.
Don't fall into the vanity metrics trap. A client once celebrated reaching 10,000 followers, but their engagement rate had actually dropped significantly during growth.
Focus on engagement rate rather than total impressions. For a small business client, behind-the-scenes content had triple the engagement rate of industry news, so we shifted their content mix accordingly.
Track link clicks, not just likes. Test different content types systematically – for a healthcare client, we posted the same information as text, image, and video. Videos consistently outperformed despite requiring more production time.
X doesn't exist in isolation. Use it strategically within your customer journey – perhaps for initial awareness, while nurturing through email and closing deals elsewhere.
Cross-promote wisely – a restaurant client mentions their X account on table cards, offering a free dessert to new followers who show the server. Create X-exclusive offers with trackable codes to measure direct ROI.
Businesses that approach X as a relationship-building tool succeed, while those who see it as just another advertising channel generally fail. Start small, be consistent, and focus on building genuine connections rather than chasing follower counts.
Don't try implementing all ten strategies at once. Begin by optimizing your profile and establishing a sustainable posting rhythm, then gradually incorporate more advanced tactics as you become comfortable.
Remember that success on X looks different for every business. Define what it means for you, measure it consistently, and adjust based on real data.
Related interest : 10 Cities To Avoid in Illinois
Yes, with 611 million monthly active users, X remains essential for real-time engagement and industry conversations.
Post 1-3 times daily, focusing more on consistency than frequency.
Always use a professional account for access to analytics, advertising features, and business-specific tools.
Track conversions with UTM parameters, unique discount codes, and "how did you hear about us" form fields.
Small businesses often outperform large brands because they can be more authentic and responsive.
