Is Advertising on X (Formerly Twitter) Still Worth It in 2025?
In a world where platforms evolve overnight and user attention is fleeting, one question we keep getting is: “Should we still be advertising on X?”
Once a microblogging site for breaking news and viral threads it’s now attempting to become an “everything app”, combining social media, video content, payment services, and more. But with shifting algorithms, polarizing changes, and concerns about brand safety, many wonder if it’s still worth the investment.
Strategic Consideration Before You Spend
Before committing budget to X in 2025, there are a few factors to consider:
Audience Alignment
X’s core user base has narrowed. While the platform still has tens of millions of active users, it now caters more to tech-savvy audiences, political commentators, journalists, crypto enthusiasts, and niche internet communities. If your target audience isn’t already engaged on X, your ads may struggle to gain traction.
Brand Tone and Risk Tolerance
X continues to be an opinion-heavy platform. For brands that embrace bold messaging or real-time reactions, it can be a great space. But if your brand has a conservative tone or needs complete control over where its ads appear, it may not be the right fit. Content moderation is a work in progress.
Creative Strategy
Static image ads and basic text don’t perform well here anymore. Video, motion graphics, and bold creative, tend to perform better. And with newer long-form video capabilities, there’s room to tell more of your story than before.
Budget and Goals
For awareness campaigns or experimentation, X is still relatively affordable compared to platforms like Meta or LinkedIn. But it's not the best place for predictable ROAS. Instead, consider it part of a multi-channel strategy focused on reach, conversation, and testing new formats.
How We Recommend Using X in 2025
We’ve found success by treating X as a layer within a broader paid media strategy, not a standalone channel. Here’s how we advise our clients to approach it:
Test before scaling. Start with a small, highly targeted campaign and evaluate performance. Focus on a specific segment or message to see what resonates.
Use it for cultural moments. X shines when tied to real-time events: product launches, brand reactions, or cultural conversations.
Integrate with organic strategy. Paid content works better when it complements a consistent, authentic organic presence. If you’re inactive on X, your ads may feel out of place.
Track soft metrics. Engagement, views, shares, and conversation starters can be just as valuable as hard conversion, especially when the focus is brand awarness.
Conclusion: Still Relevant, but Not for Everyone
X in 2025 is not the same as Twitter in 2020. It’s faster, louder, and more niche than ever before. But for brands that are willing to experiment and engage in real time, it can still be a valuable channel.
If you're a brand with strong messaging, a flexible creative team, and a defined audience that overlaps with X’s core communities, it's worth testing. If you're looking for safety, predictability, and passive brand awareness, other platforms may serve you better.
Advertising on X isn’t dead. It’s just different. And with the right approach, different can still mean effective.
