In 2006, Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams launched Twitter, a microblogging platform that would revolutionize online communication. Initially designed as an SMS-based service, Twitter quickly gained popularity, allowing users to share short, 140-character messages called tweets. As the platform grew, it introduced features like hashtags, retweets, and direct messaging, becoming a hub for real-time information, news, and social interaction.
Over the years, Twitter continued to evolve, doubling its character limit to 280, introducing video and live-streaming capabilities, and becoming a primary platform for public figures, celebrities, and businesses to connect with their audiences. In 2021, Jack Dorsey stepped down as CEO, and Parag Agrawal took the helm. More recently, in 2022, Elon Musk acquired Twitter for $44 billion and has begun implementing significant changes, including rebranding the platform as X.
Here are some key statistics about X (formerly Twitter) as of Q1 2024:
- 353.9 million monetizable daily active users
- 34.1 minutes average time spent on Twitter per user per day
- 11.7 million Twitter app store downloads
- 71.2% of Twitter users are male
- 42.3% of adult US internet users are on Twitter
- The Face with Tears of Joy emoji used in over 2 billion Tweets, making it the most-used emoji.
- 40% of Tweets get embedded after posting, extending Twitter’s influence beyond its user base
These impressive engagement metrics underscore why brands should continue to leverage X as a crucial platform for reaching and interacting with their target audiences. The large, active user base and high levels of engagement provide companies with a powerful channel to build brand awareness, share content, connect with customers, gain insights, and drive site traffic.
To maximize their presence and impact on X, businesses have several options for verification and advertising. Verified brand accounts lend credibility and help companies establish trust with their audience. Paid advertising opportunities, such as promoted tweets, allow businesses to target specific demographics and interests, increasing the visibility of their content.
By consistently creating and sharing high-quality, relevant content, brands can organically grow their following and foster meaningful connections with their audience. Here is a list of the more popular social media marketing strategies that brands utilize X for:
- Behind-the-scenes content: Share exclusive footage to humanize your brand and create a stronger connection with your audience.
- Company news and updates: To maintain transparency and build trust, keep your followers informed about the latest company news, product launches, and milestones.
- Content curation: Share relevant, industry-related content from other sources to provide value to your audience and establish your brand as a thought leader.
- Customer service: Use X to promptly address customer inquiries, concerns, and complaints, demonstrating your commitment to customer satisfaction.
- Employee advocacy: Encourage employees to share company content and engage with followers to expand your brand’s reach and credibility.
- Hashtag campaigns: Create branded hashtags to encourage user-generated content, increase brand visibility, and foster a sense of community among your followers.
- Influencer partnerships: Collaborate with relevant influencers to expand your reach, gain credibility, and attract new followers.
- Live video streaming: Use X’s live video feature to host Q&A sessions, product demonstrations, or events and engage with your audience in real time.
- Polls and surveys: Conduct polls and surveys to gather valuable insights, engage your audience, and make data-driven decisions.
- Social commerce: Utilize X’s shopping features to showcase products, drive sales, and provide a seamless purchasing experience for your followers.
- Social listening: Monitor mentions of your brand, industry, and competitors to gather insights, identify trends, and adapt your strategy accordingly.
- Social media customer care: Implement a dedicated support handle or use your main account to address customer inquiries and concerns promptly and efficiently.
- Social video: Share short, engaging video content to capture attention, convey complex information, and drive engagement.
- Thought leadership: Share insights, opinions, and industry expertise to establish your brand as an authority and gain the trust of your audience.
- Timed offers and promotions: Create a sense of urgency and drive sales by sharing limited-time offers, discounts, and promotions exclusively on X.
- Trending topic participation: Join conversations around relevant trending topics to increase visibility, showcase your brand’s personality, and attract new followers.
- User-generated content: Encourage followers to create and share content featuring your brand, products, or services, increasing authenticity and credibility.
By implementing a combination of these strategies tailored to your brand’s unique goals and audience, you can effectively leverage X to build brand awareness, engage with your followers, and drive business growth.
As X continues to evolve under its new leadership and branding, it remains a vital platform for businesses looking to engage with their customers and stay at the forefront of online conversation. By leveraging the platform’s vast user base, robust engagement, and targeted advertising options, brands can effectively communicate their message, build loyalty, and drive business growth in the digital age.
