Marketing in the Age of X: How to Keep Up with Change

In 2023, when Elon Musk acquired Twitter and rebranded it as “X,” many brands became uncertain about their future presence on the platform. But instead of retreating, we decided to use this shift as an opportunity for innovation. By leveraging Twitter’s unique features—such as trending hashtags and the retweet function—we designed campaigns that not only boosted our engagement but also elevated brand awareness to a new level. This experience showed us that, despite the changes, Twitter remains a powerful tool for direct audience engagement and running successful campaigns. In the following sections, we’ll explore the new path brands are taking on Twitter.

From 140 Characters to a Digital Revolution

Since its launch in 2006, Twitter has been one of the most influential social networks. Initially created for sharing short posts with a 140-character limit, the platform later doubled this limit to 280 characters to enhance impact. In 2023, Elon Musk acquired Twitter with the vision of turning it into a multi-purpose super-platform and rebranded it as “X.” Despite these changes, its core structure and key role in digital marketing have remained intact. Brands continue to use Twitter for direct engagement with audiences, strengthening brand awareness, and running advertising campaigns. But what makes Twitter so unique?

Twitter’s Most Impactful Features

Several key features make Twitter one of the best tools for marketing:

• The ability to send short, quick messages and tweets
• Extensive use of hashtags to boost visibility
• Retweet and quote-tweet functions to spark greater interaction
• The ability to create custom lists for content management
• The Moments feature for storytelling around important events
• Instant interaction between users and brands

Twitter Users: From Analytical Minds to News Hunters

Knowing Twitter’s features is not enough; understanding user behavior is crucial for success. Research shows that a significant portion of Twitter’s users are between 25 and 55 years old, often educated individuals with a strong interest in news and analysis.

A study published in Psychology of Popular Media reveals that Twitter users tend to have more active minds compared to users of platforms like Facebook and are more responsive to social and political issues. Another common trait is a tendency toward Machiavellianism—pursuing one’s goals without much regard for ethical considerations—which is more pronounced in the Twitter user persona.

Twitter, Timing, and Audience Preferences

Engagement on Twitter is heavily time-dependent. The faster and smarter your brand reacts to current events, the more interaction you’ll receive. Typically, user activity peaks early in the morning and late at night, when people catch up on the news.

Popular content on Twitter includes breaking news, short analyses, and humor—formats that spread rapidly across the platform. Users prefer concise, real-time updates. Therefore, if you want to engage effectively as a brand, your messages should be short, engaging, and enriched with visuals or videos.

Every Tweet Is an Opportunity for Real-Time Marketing Success

As noted earlier, brands use Twitter as a key tool in digital marketing. One powerful strategy for gaining visibility is real-time engagement with trending topics. Perhaps the most famous example is Oreo’s tweet during the Super Bowl blackout:

"You can still dunk in the dark."

This quick, creative response generated massive attention and countless retweets, demonstrating the power of agility in social media marketing.

Brands also use trending hashtags and relevant content to enhance interaction. For instance, Nike leverages sports-related hashtags in its campaigns to capture user attention.

Moreover, Twitter has become a powerful platform for customer support. Many brands, such as Delta Airlines, use it to provide immediate responses to customers, building closer relationships in the process. Prompt replies not only increase customer satisfaction but also strengthen loyalty.

Successful Strategies of Iranian Brands on Twitter

In recent years, with the growing use of Twitter in Iran, more and more local brands—both large and small—have established their presence on the platform, sometimes even engaging in influencer marketing. Their participation has often taken the form of humorous reactions to current events, empathetic messaging, and responsiveness to customer feedback.

Tips for Boosting Brand Engagement on Twitter

If you plan to use Twitter as a marketing platform, keep the following in mind:

• Use interactive and visual content to capture more attention
• Actively participate in trending conversations and create meaningful dialogue
• Leverage targeted, data-driven advertising to boost engagement rates
• Optimize tweet timing for higher visibility and interaction
• Use Twitter for customer service to build stronger connections with your audience

The Future of Twitter: How Can Brands Change the Game?

As Twitter evolves into X, brands need to adapt their strategies to align with emerging trends in digital marketing. Greater use of artificial intelligence, more precise targeting, and increased reliance on video and audio content are shaping the future of this platform. Brands must keep a close watch on these developments and utilize new tools to strengthen connections and maximize marketing effectiveness.

Today, Twitter—now known as X—remains one of the most influential social media platforms for digital marketing. With features such as real-time engagement, extensive hashtag use, and the viral potential of content, it provides an ideal opportunity for brands to connect with audiences. User behavior shows that short, fast, and up-to-date content receives the most engagement. By leveraging targeted advertising, trending conversations, and customer service, brands can maintain a strong presence. Remember: the future of marketing on Twitter depends on adapting to technological changes and embracing innovative strategies.