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.
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.
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.
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.
Public customer service: for large brands, X remains a channel where customers complain publicly. Responsive customer service on X protects your reputation.
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.
E-commerce no-tech: direct sales on X are rare. Better Instagram, TikTok, Pinterest.
Traditional professional services: general law practice, tax advisory, administrative consultancy. LinkedIn performs better for these sectors.
The minimum reasonable level of activity
If you decide to be on X as a business: 3-5posts per week of your own content + 5-10daily 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.