X (formerly Twitter) is a powerful platform for businesses to connect with customers and grow their brand. Whether it’s buying ad space, subscribing to X Premium, or simply posting a lot, brands get rewarded for their presence.

X ads are an essential tool for promoting a business effectively on the platform. They offer benefits such as flexibility in budgeting and targeting potential customers, and their mechanics allow for organizing and measuring the impact of these ads, making them crucial for gaining visibility and engagement.

With around 611 million global monthly active users, X offers huge potential to reach your target audience.

Having a presence on X remains central for a lot of brands. Your profile alone can boost your brand identity, drive website traffic, and improve customer support.

X has never been more in the spotlight since Elon Musk has taken charge. Yet, the growth of premium accounts is proof that the platform can be a profitable space, which is good news for those who use X for business.

X is changing (formerly Twitter)

The social media landscape may be shifting, but old habits die hard. Many X users got used to using the platform for social media-based customer service.

Whether that's interacting with brands directly or using X to see their latest updates, it has been the go-to place for some time.

Because of this, most customers still expect to find brands on X – and they might be puzzled if you're not there. You can use it to promote content, run campaigns, and tap into trending topics relevant to your industry – all the same things that were possible with a business X account years ago.

Ultimately, it's your choice whether or not to have a presence on X. It will probably be right for some brands, and not so much for others.

In this guide, we'll talk you through setting up your business X account and explain how to keep your audience engaged once it's all live. We'll also look at how you can measure and optimize your performance along the way.

In this article, we cover:

Why use X as a social media platform for business

X has a few unique benefits for businesses looking to boost their online presence. Even though it is in competition with TikTok and Instagram, it's still one of the main places online where brands can reach a wide audience and engage with customers in real-time.

It's also still heavily text-based – unlike Instagram or TikTok – so lends itself well to quick customer service queries.

X's fast-paced nature is also useful for staying on top of trends. If you follow the right people or hashtags, you can join conversations about your industry as they happen. This is great for staying relevant and showing you're in touch with your customers' interests.

Hashtags also originated on X (back when it was called Twitter) and they're still a big part of the platform. They help your posts reach people interested in specific topics. This is great for small businesses trying to connect with their target audience.

Just like on other social media platforms, X also gives you a chance to show your brand's personality. You can share behind-the-scenes content, respond to customers, and join in on trending memes.

A particularly witty way to do this is to respond to posts from other brands. You can, in effect, join the conversation of something that has nothing to do with your brand and alert users to your presence.

Adding these kinds of human touches can make your business more relatable and memorable.

For most brands, X will probably just be one part of their wider social media strategy. But it's worth thinking about how you'll get the most out of it, since it's a bit different from other platforms.

Setting up your business X account

Creating a business presence on X is pretty simple. You’ll need to decide between setting up a business X account or a personal X account, as the processes are similar. Then, you can potentially upgrade to a professional profile for added features.

Creating a business X account vs. personal X account

When starting on X, you have two main account options. A personal account is great for individuals, while a business account offers more features for companies. To set up a business account, go to business.x.com and click “Sign Up”. You'll need to provide your business email and a few other key details.

Go for a username that matches your brand name. This makes it easier for customers to find and remember you. Keep it short, professional, and avoid complex characters.

After signing up, follow a few accounts related to your industry. This is an optional step, but it helps X suggest relevant content and connections for your business.

Upgrading to an X professional account

To access more business-friendly features, you'll need to upgrade to a professional account. This option becomes available after you've created your initial account. To upgrade, select “X for Professionals” from the left-side menu. On mobile, you'll need to swipe right to see this option. 

A professional account lets you create a professional profile with additional information about your business. If you plan to go all in on X, then it's a solid choice, since you can showcase your products, services, and brand identity more effectively.

This upgrade also gives you access to analytics tools, which are a must-have for most brands. These help you track your posts' performance and understand your audience better.

Understanding X basics for business

Using X for business is all about connecting with your audience in real-time. Since posts are often text-based, it tends to feel a bit more conversational than other social media platforms.

In this section, we'll look at the platform's key features and terminology so that you can make the most of your presence.

X profile optimization

Your X profile is kind of like your business's digital storefront on the platform. To reflect this, you should start by choosing a clear, recognizable profile picture and header image that align with your brand. Your logo is always a good choice.

Next, craft a precise bio that describes your business in 160 characters or less. Pop in a few relevant keywords to improve discoverability. Then include your location, website link, and business hours if relevant. You can even add a custom background to make your profile stand out.

If you want to share more information, use a tool like Linktree to channel all your links in one place.

Meanwhile, if you've got some recent promotions or popular content, you might want to pin one of those posts to showcase your offerings.

Top tip: There's no harm in looking at how other brands optimize their pages to get the best results. Do some comparisons and see what you can learn.

X terminology for business

To understand what people are talking about on X, you might need a little primer on the popular terminology. Most of these terms are familiar to us by now, but they've changed a little since X shook off its Twitter signage.

For example, tweets have become posts, and retweets have become reposts. It's the same for quote tweets… or rather quote posts (when you share someone else's post but add your own comments). Mentions (@) are used when you want to tag another user in your post, and hashtags are used to categorize posts and join conversations – just like on other platforms. 

You can also send a DM, or direct message, to start a private conversation, and curate groups of accounts into lists to organize your feed.

Best practices for your X business profile

If you decide to launch a business account on X, you should start by polishing up your profile so it's as sleek and professional as possible.

Start with a clear, high-quality profile photo – usually your company logo. This makes it easier to recognize your brand at a glance.

The same goes for the header image – choose an eye-catching photo that represents your brand. You could showcase products, team members, or your office space.

Then, write a concise, informative bio that tells people who you are and what you do. Include your location and website link. Use relevant keywords to help people find you.

Next up, pin your best post to the top of your profile. This could be a popular product, recent achievement, or key information about your business.

Finally, complete all profile fields, including business category and hours. The more information you provide, the easier it is for customers to connect with you.

Creating engaging content on X

Posting a few good bits of content on X can boost your business visibility and help you reach a new audience.

There are a few trade secrets that can make your posts more engaging, and we'll get into those below.

Crafting engaging posts

To create posts that resonate, focus on visual content and trending topics. You can use relevant hashtags to increase reach but limit yourself to one or two per post. To be honest, most X influencers aren't really using hashtags these days unless they're super targeted – if not, they tend to look a bit spammy in the middle of a post.

A lot of X users use eye-catching images, GIFs, or short videos to grab attention. The text to go with these should be concise and punchy – aim for 80–100 characters.

Make sure you have a variety of content, and experiment with different types of content to see what works best. For example, questions might spark conversations, or industry insights or tips might go viral — if you're lucky.

Use a content calendar to plan your posts and maintain a consistent presence. Pin your top-performing posts to your profile to showcase your best content to new visitors.

Live posting for business

Live posting can also boost your engagement during events or product launches. This is a great example of a time when hashtags work really well.

To get started, you'll need to create a suitable hashtag if there aren't a few relevant trending hashtags already (and get some branding in there, if it seems appropriate). Before the event, let your followers know you'll be live posting and encourage them to join in.

Then post key moments during the event and insights in real-time, and share photos or short video clips. Sports-based accounts do this all the time when there's a game taking place. It's the same for political accounts during elections, and financial accounts during industry events. Make sure you're aware of any engagement that comes your way and respond to audience comments.

After the event, you can post a follow-up message with credits to the attendees or a recap of the event. Finally, analyze your performance using X's analytics tools or powerful platforms like Brandwatch. Take some notes to refine your strategy for your next live posting session.

Connecting with your audience on X is crucial for business success. It helps build relationships, improve customer service, and increase brand loyalty. So, make sure you pay attention and get it right.

Customer service on X

X is a great platform for customer service. Many users expect quick responses to their questions and concerns. Set up a dedicated customer service account to handle inquiries. Use X's search function to find mentions of your brand and address any issues promptly. 

Create a system to track and categorize customer complaints. This helps you identify common problems and improve your products or services. When responding to negative feedback, stay calm and professional. Try to move complex issues to direct messages for more detailed conversations.

Share customer success stories on your X profile. This shows potential customers how your business solves problems and adds value.

Building relationships with customers on X

Building strong relationships with your X followers can turn them into loyal customers.

In order to do this, you’ll need to understand your target audience. Do a bit of homework – figure out their interests, pain points, and preferences, and that should get you on the path to relatable content. 

The next goal is to get some interaction going. Try asking questions and running polls. Respond to comments and mentions to show you’re listening and value their input. If it feels on-brand, you could even join relevant discussions and X chats to connect with potential customers. Hosting and participating in X chats is also a great method to increase engagement with followers and promote trending topics.

X chats allow brands to interact with users in real time, showcasing their active presence on social media and their readiness to engage in conversations.

It’s also best to share helpful content that addresses your audience’s needs. This could be tips, industry news, or behind-the-scenes glimpses of your business.

Consider partnering with social media influencers to reach a wider audience.

You can then use X analytics to track engagement and adjust your strategy. Running a few experiments with different types of content will give you an idea of what resonates most with your followers.

Measuring and optimizing your X performance

As with other social media accounts, tracking key metrics and analyzing data will help to improve your X strategy.

If you understand what works, you can make smart decisions to boost engagement and reach your business goals.

X analytics for business

X offers built-in analytics tools to measure your performance. Check your profile's “Analytics” tab to see post impressions, profile visits, and follower growth. Then, use this data to spot trends and adjust your content strategy.

For deeper insights, try third-party tools like Brandwatch. These platforms can track mentions, analyze sentiment, and compare your performance to competitors. They also offer detailed reports on audience demographics and engagement rates. This means you can significantly boost your marketing efforts on X and align your profile to best suit your brand.

If you're running ads on X, pay attention to click-through rates (CTR) and conversion rates. The average CTR for X ads is about 0.86%. If you're below this, try tweaking your ad copy or targeting options.

Once you understand the analytics, you can set clear goals for your X presence – like increasing website traffic or generating leads. Your job is to choose metrics that align with these objectives. Then you can regularly review your data and make changes that get you closer to your goals.

Remember to test different types of content and posting times. You could use A/B testing for promoted posts to see what resonates best with your audience. By consistently measuring and optimizing, you'll get more value from your X efforts.

Advanced X strategies for business

Just a few smart tactics on X can take your brand to new heights.

Thanks to the rise of artificial intelligence and automation, there are a few ways you can supercharge your X presence. Below, we've rounded up a few ideas.

Using AI and automation on X

AI tools can transform your X strategy. For example, you can use them to analyze trending topics and hashtags relevant to your industry. Then, armed with that information, you can jump right in with a few timely, engaging posts that resonate with your audience.

Automation can also save time and boost consistency. Most brands will now schedule posts in advance to maintain a steady presence without constant manual effort.

AI-driven analytics provide deep insights into your X performance. And you can track metrics like engagement rates and follower growth to refine your strategy. These insights are great for tailoring content to what your audience loves most.

But ultimately, while AI and automation are powerful, they shouldn't replace the human touch. It's pretty obvious when everything is written and managed by robots, and it never feels authentic.

To avoid an AI overload, mix those automated posts with some real-time interactions so that everyone can tell that a real person is there.

Frequently asked questions

X is a platform that is always changing, and many businesses find it useful for reaching customers.

Let's explore some common questions about using X.

How do I set up a business account on X?

This is pretty easy. Just go to business.x.com and click “Sign up”. You'll need to provide a few basic details – including your business name, contact information, and website. Choose a username that matches your brand and add a profile picture and cover image that reflect your company – then you're good to go.

What are the costs associated with an X business account?

A basic X business account is free. You only pay for ads or promoted content, and these costs vary based on your budget and campaign goals. It's probably worth mentioning here that X uses an auction system where you bid for ad placement. But you can set daily or total campaign budgets to control spending.

What are the benefits of using X for business over the standard version?

There are a few benefits, so it's probably worth going for the business version. X for business offers extra tools for marketing and customer service, and you get analytics to track post performance and audience growth. With X Shopping, you can showcase your products on your profile, and you get access to ad management tools.

How do I manage multiple users with the X Business Manager?

This handy feature is really straightforward. In short, X Business Manager lets you add team members to your account. Then you can assign different roles and permissions to each user. This helps you control who can post, respond to messages, or access analytics. It's great for coordinating your social media team.