In a digital world shaped by fast trends and platform pivots, it’s fair to ask: is X (formerly Twitter) still a valuable platform for brands in 2025? With attention gravitating toward visual-first platforms like TikTok, Instagram Reels, and YouTube Shorts, many marketers have shifted their focus. However, dismissing X entirely may be a costly mistake, especially for certain industries, audiences, and marketing goals.
Let’s explore X’s current landscape, its relevance in brand marketing today, and how businesses can leverage it in 2025.
A Platform in Transition: From Twitter to X
While the transition faced backlash and some advertisers paused spending due to content moderation concerns, X has steadily rebuilt momentum, especially among tech-savvy and politically engaged audiences.
Growth vs. Engagement: The 2020–2025 Trend
The graph below helps illustrate X’s evolving relevance:
X (Twitter) Growth vs Engagement Rate (2020–2025)
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Monthly active users have grown from 330 million in 2020 to 425 million in 2025, a steady upward trend.However, engagement rate has slightly declined—from 1.2% in 2020 to 0.87% in 2025.
This shows that while the user base is expanding, attention is fragmented. Engagement is harder to earn, but still possible with the right strategy.
Audience Still Matters: Who’s Active on X in 2025?
As of mid-2025, X retains a stronghold over real-time news, finance, politics, crypto, and tech discussions. If your brand operates in any of these verticals, your audience is not just present on X—they’re highly vocal.
Active X User Demographics (2025):
- 60% male, 40% female
- Age group 25–45 dominates
- High presence of professionals, journalists, founders, coders, investors
- More users based in USA, UK, Canada, and India
This is a highly engaged and opinionated user base—ideal for thought leadership, real-time engagement, product updates, and crisis communication.
X’s Unique Marketing Strengths
1. Real-Time Virality
X is still the go-to platform for trends, reactions, and news. During live events (e.g., product launches, awards, sports, political moments), brands can gain exponential exposure if they engage promptly.
2. Threads for Storytelling
X pioneered the “thread” format, and in 2025, it’s a powerful tool for long-form storytelling in short bursts—ideal for founders, brand case studies, product education, or behind-the-scenes insights.
3. Search & SEO Value
X’s posts are indexable by Google, unlike many other social platforms. Tweets and profiles often show up in search results, adding an SEO layer to your content strategy.
4. Creator Economy Growth
X now supports creator monetization, subscriptions, and even video-based content with higher limits. Brands can now partner with creators on the platform, just as they would on TikTok or Instagram.
Where X Falls Short
Despite its strengths, X isn’t for everyone in 2025. If your brand relies heavily on visual storytelling, humor, or Gen Z-first trends, platforms like TikTok and Instagram are still better playgrounds.
Additionally:
- Content lifespan on X is short. A tweet may last only minutes in visibility without engagement.
- Toxicity and political noise can deter mainstream audiences or brand-safe campaigns.
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Ad targeting on X, though improved, still trails behind Meta and Google.
What’s New in 2025
- Video Uploads up to 2 hours with monetization options
- X Spaces 2.0 with improved discoverability for audio content
- Job Listings and Hiring Tools, competing with LinkedIn
- Creator Ads, where brands can sponsor high-performing content from individual creators
These tools open up new B2B, podcast, recruitment, and brand storytelling pathways.
Brands Winning on X in 2025
A few standout examples:
- Duolingo uses quirky, witty posts and creator partnerships to maintain presence.
- Wendy’s continues to dominate with snarky, in-the-moment humor.
- HubSpot shares educational threads and event coverage in real time.
- Tesla and SpaceX, unsurprisingly, lead in founder-led communication via Elon Musk’s own account.
How to Succeed on X Today
To win on X in 2025, brands must treat it like a live conversation, not a broadcast channel. Success here is less about polished graphics and more about relevance, wit, timing, and human tone.
💡Tips:
- Post daily, ideally 3–5 times
- Use threads to explain complex ideas
- Jump into trending conversations when relevant
- Partner with creators for product storytelling
- Use X Ads for retargeting and boosting visibility during key campaigns
Should You Invest in X Marketing in 2025?
If your brand falls into these categories, yes:
✅ Tech, SaaS, Crypto, or FinTech
✅ News, Media, Politics, or Entertainment
✅ B2B or Thought Leadership–focused companies
✅ Founder-led brands
✅ Agencies or professionals targeting Western markets
If you rely heavily on visual ads, lifestyle content, or targeting younger audiences under 21, your primary focus should still be elsewhere—but X can be a valuable secondary channel for credibility and reach.
