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MarketingSocial · 5 min read
The Twitter strategy in 2025
Twitter is smaller, weirder, and still occasionally the only place certain conversations happen. Knowing what to do there now, versus what worked in 2020, is the work.
Twitter (X, whatever) is no longer the default platform for tech conversation. Reach has cratered. Algorithm changes punish links. The community is fragmented across platforms. And yet certain audiences are still mostly there.
Who it still works for
- Technical founders and engineers, the audience hasn’t fully migrated.
- Real-time commentary on industry events.
- Building in public to a small but invested audience.
- Founders who have personal voice and time to actually post.
Who should leave
B2C brands, most of the audience moved. Enterprise sales, LinkedIn is the higher-leverage channel. Companies whose voice is a committee, Twitter rewards personality, not brand-safe corporate tone.
The platforms haven’t disappeared. The audiences moved. Follow the audience, not the platform.