Why brands are ignoring X at their own risk

Most brands spend heavily on influencer marketing across Instagram, YouTube and LinkedIn. Yet X, formerly Twitter, remains surprisingly underused.

For national brands targeting founders, professionals, startup teams, product managers and other Tier 1 audiences, this is a missed opportunity.

X may not always generate the largest impression numbers, but the quality of attention can be significantly higher. A post receiving 10,000 impressions on X can create an impact comparable to a much larger Instagram post because the audience is often more informed, opinionated and willing to discuss new ideas.

It is also relatively affordable. Depending on the creator and niche, brands may be able to work with relevant voices for ₹10,000 to ₹20,000 per post. A small group of credible creators can create substantial conversation around a product launch, feature announcement or interesting brand story.

However, brands should not treat X like a platform for repetitive promotions. Its users can quickly recognise forced advertising. Instead of publishing too many sponsored posts, brands should work with creators selectively—perhaps 12 to 15 posts across a month—while ensuring each post has a strong insight, opinion or conversation-worthy angle.

X works particularly well for new products, unusual launches, physical experiences, restaurants and locations. People on the platform are quick to spot interesting ideas, add their own perspectives and push conversations organically.

Sometimes, only two or three strong posts are enough to trigger a much larger discussion.

Brands should not evaluate X only through raw reach. Its real value lies in reaching a smart, influential audience that can turn a campaign into a conversation.