Twitter, now X, has undergone significant changes in recent years. The change of ownership, algorithm modifications, adjustments to monetisation policies and the migration of part of the audience to other platforms (LinkedIn, Threads, Bluesky) have changed the landscape.
The algorithm now gives significant priority to accounts with X Premium subscriptions, which means that organic reach for standard business accounts has become more limited than it was in the Twitter era. At the same time, the community has reorganised around niche topics and conversations, which creates both opportunities and blind spots depending on what type of business you run.
Does it make sense to invest time and money in X in 2025? It depends on the type of business.
Which businesses it does work for
B2B SaaS and tech: the professional tech ecosystem continues to use X heavily. For companies selling to other tech businesses, X remains a channel with a highly qualified audience.
Concretely, this applies to software development agencies, AI tool providers, cloud service companies, and developer-facing platforms. The conversations that happen on X in these niches — product launches, technical debates, industry critique — don’t happen with the same density anywhere else. A B2B SaaS company that shows up consistently in those conversations can build genuine brand awareness among exactly the right decision-makers.
Companies with a CEO or founder with a creator profile: if the founder is active on X and generates their own content, the company account amplifies that activity. Without an active founder, the corporate account performs poorly.
This dynamic matters for SMEs specifically. A founder who shares honest takes on their industry — not just promotional content — builds an audience that naturally extends to the company. The key is that the founder’s account drives the strategy, and the company account plays a supporting role: resharing, adding context, and reinforcing key messages rather than trying to operate as an independent voice.
Businesses with frequent news: if your sector has relevant weekly news, X is a good platform for being a source of information. This includes startups, fintech, crypto, AI, cybersecurity.
Being a reliable curator of news in a fast-moving sector is a legitimate positioning strategy on X. The goal is not to broadcast your products, but to become a trusted filter for the information your audience needs. A fintech startup that consistently surfaces useful regulatory updates or product trends earns follow-backs and brand recognition at low cost.
Public customer service: for large brands, X remains a channel where customers complain publicly. Responsive customer service on X protects your reputation.
For medium-sized businesses in visible consumer sectors — telecoms, utilities, transport, retail — monitoring X for brand mentions is a defensive necessity rather than a growth tool. Unresolved public complaints can surface in search results and damage trust with potential customers who are doing their research before buying.
Which businesses should NOT invest heavily
Local B2C SMEs: restaurants, hairdressers, garages, clinics. X’s audience does not use X to find local services. Instagram, Google Business, and WhatsApp are better.
The underlying reason is intent. When someone in Bilbao is looking for a good restaurant or a physiotherapy clinic, they are searching on Google Maps, reading reviews, or asking on a local WhatsApp group. They are not scrolling X. Investing time in X content for a local B2C business means creating content for an audience that is not in buying mode for your service.
E-commerce no-tech: direct sales on X are rare. Better Instagram, TikTok, Pinterest.
Visual product categories — clothing, food, home décor, cosmetics — need platforms where discovery is visual and purchase is seamless. X’s format does not facilitate the kind of product browsing that converts, and the effort-to-result ratio for non-tech e-commerce on X is unfavourable compared to platforms built around visual content.
Traditional professional services: general law practice, tax advisory, administrative consultancy. LinkedIn performs better for these sectors.
Professional trust in these fields is built through demonstrated expertise in a business context, and LinkedIn’s professional network is where decision-makers in these buying journeys are active. An accountant or a lawyer serving SMEs who invests the same effort in a consistent LinkedIn presence — long-form posts, sector commentary, regulatory updates — will consistently get more traction than the equivalent activity on X.
The minimum reasonable level of activity
If you decide to be on X as a business: 3–5 posts per week of your own content + 5–10 daily interactions with sector accounts. Without that minimum, the account generates no results. Below that level, it is better to channel the effort into another network.
What does that content look like in practice? For an SME that fits the use cases above, a realistic weekly content mix might include:
- One post commenting on a relevant piece of industry news with your own perspective
- One post sharing a useful resource, tool, or article for your target audience
- One post that is more personal or behind-the-scenes from the founder or team
- Daily replies and quote-posts engaging with relevant accounts in your sector
The interactions matter as much as the original posts. X’s algorithm rewards accounts that generate conversation, not just accounts that publish, so spending time responding to others is not a secondary activity — it is core to any X strategy that wants to build reach organically.
One practical consideration for SMEs: if no one on your team has genuine interest in X as a platform, consistency will be hard to maintain. In that case, a clearly defined decision — either commit to the minimum level or redirect the effort to a network that better fits your business — is more efficient than an inconsistent, low-effort presence that consumes time without building anything.
Should you pay for X Premium?
For most SMEs testing the channel, starting without X Premium is the sensible approach — confirm first whether the platform fits your business type and whether your team can maintain the activity level. If you establish a consistent presence and confirm the audience is there, the subscription can be evaluated based on the reply boost and longer post formats it unlocks.