Social media marketing
X (formerly Twitter) has lost a lot of users since 2023. Does advertising there still make sense? Let us go through the realistic state of it and who it might still work for.
In brief
- X’s active user base has shrunk significantly.
- The audience is sceptical and technically oriented.
- Minimum budget: €500/month of media.
- Really only suits B2B tech and media.
- LinkedIn is almost always the better option in B2B.
Who does X work for now?
- Tech companies with an international audience.
- Media and news organisations.
- Consultants and personal brands in tech and business.
- For most consumer brands X is not worth it.
Ad formats on X
- Promoted Tweets: a traditional tweet as an ad.
- Promoted Accounts: encouraging people to follow the account.
- Promoted Trends: expensive but massive visibility.
What have the changes meant for advertisers?
- The audience has shrunk and polarised.
- Brand risk has risen — ads can end up next to unwanted content.
- The recommendation: start with LinkedIn and try X only if LinkedIn is not enough.
Frequently asked questions
Is X still a credible advertising channel?
The question is no longer the platform’s credibility but whether your audience is there.
How much budget?
€500–3,000/month. But only recommended if there is a specific reason to advertise on X.
Personal brand or company account?
A personal brand is almost always more effective on X.
Related reading
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