What is X (Twitter) and should your business use it?

X, the platform most people still call Twitter, is a real-time public conversation network. Businesses use it to answer customers in the open, join industry discussions and react to news the moment it breaks. Whether it belongs in your social media mix depends on where your customers talk and how much time you can give it, not on how well known the platform is.

What X is now

Twitter renamed itself X in 2023, but the mechanics are much the same. Accounts post short public messages that appear in a timeline ordered by recency and engagement, and anyone can reply, repost or quote them. That makes X the closest thing the web has to a live town square: news tends to break there first, and the conversations that follow are visible to anyone.

The audience that stays

X is not the biggest social platform and it is not the friendliest. It is a news and conversation channel. The people still active tend to be journalists, people in tech, businesses, local organisations and anyone who wants a public discussion. If your customers browse visually, they are more likely to be on Instagram, Facebook or TikTok, and those platforms usually deliver more enquiries for less effort.

What X is genuinely good at

Customer service in public. A complaint raised on X gets answered fast because everyone can see it, and a good reply is visible marketing in its own right.

Real-time relevance. If your sector moves on news, prices, policy or launches, X lets you comment while it matters. A solicitor, estate agent, managed service provider or recruitment firm can be part of the conversation that day.

B2B networking. Following and engaging with the right people in your industry puts you in front of them every day, which is often how partnerships and introductions start.

Press and journalist work. Many journalists source stories and quotes from X, so an active and credible account raises your chances of being asked or referenced.

How to judge whether it fits

Ask three questions. Are your customers already talking on X? If you are B2B, public sector-adjacent or in a news-driven trade, the answer is usually yes. Can you post most days? X rewards consistency and timeliness, and a dormant account looks worse than no account at all. Can you measure the result? Public replies and reposts only matter if they lead to enquiries, sign-ups or useful connections.

If the answer to all three is yes, X earns a place in your mix. If not, skip it and put the time into the platforms your customers actually use. Our guide to choosing social media platforms covers the wider decision: https://victory.digital/help-advice/which-social-media-platforms-are-best-for-my-company/

How we run X for clients

We manage X alongside the other platforms for clients who need it. The work follows the same discipline as everywhere else: a clear posting rhythm, genuine engagement with the accounts that matter, and reporting on what actually drives enquiries rather than vanity numbers. Social media management is included in our digital marketing packages from GBP 849 per month: https://victory.digital/digital-marketing-packages

Consistency is what produces results. One of our clients, Sienna X, saw a 522% increase in visibility through sustained content and social work: https://victory.digital/sienna-x. That kind of outcome comes from treating social media as a long game, not from posting occasionally.

If you would like help deciding where your business should be active, our social media team can set up and run the channels that fit: https://victory.digital/social-media