With the recent controversies surrounding X, formerly known as Twitter, many users and companies are re-evaluating their use of the platform. In light of significant issues such as bot traffic, hate speech, and controversial endorsements by Elon Musk, more than 100 top advertisers have paused their campaigns indefinitely.
If you’re a B2B marketer, you may be wondering whether it’s still worth utilizing X for your marketing initiatives. The answer isn’t simple, but by asking yourself a series of key questions, you can determine if the platform still holds value for your brand.
Is your audience still active on X?
The first question to consider is whether your target audience remains engaged on X. Analyze metrics like website traffic and ad performance to gauge activity. Additionally, assess the online behavior of decision makers in your industry to see if they are still active on the platform.
Demographic data from Pew Research Center can also provide insights into who is using X and how often. By understanding your audience’s presence on the platform, you can determine if it aligns with your marketing goals.
Are your competitors still on X?
Monitoring your competitors’ activity on X can also inform your decision. If rival brands are actively engaging and achieving their goals on the platform, it may be a sign that X is still a valuable channel for B2B marketing.
Do you live-tweet events and breaking news?
X has historically been popular for real-time updates and conversations around events and news. If your audience engages with industry-related content and discussions, live-tweeting on X could be beneficial for your brand.
Can you use it to provide better customer service?
Social media channels like X offer opportunities for brands to provide immediate customer service. If your customers reach out on X with questions or concerns, responding promptly can enhance their experience with your brand.
What is your budget and bandwidth?
Consider how X fits into your overall social media marketing budget. If you have resources to spare, experimenting with X may still be worthwhile. Track the impact of your efforts and adjust accordingly based on the results.
Despite the controversies surrounding X, the platform can still offer value for certain B2B brands. By assessing your audience, competition, content strategy, customer service capabilities, and resources, you can make an informed decision about continuing your presence on X.
About the author
Harry is one of TopRank Marketing’s Content Strategists with years of experience in digital content creation. He excels in crafting high-quality content that resonates with audiences and performs well across search and social platforms. Harry is dedicated to representing his clients’ voices authentically while delivering valuable and engaging content. When he’s not writing, Harry enjoys reading and watching movies.