X or Twiter

    X, formally known as Twitter is still seen as a viable platform for businesses to use for marketing. The company stated that X is transforming into an all-encompassing platform that will bring together various experiences. There have been many changes to the platform some of which may affect businesses and how they market on the app.

    One of the app's changes is that it is now a video-centric platform. With this change, the app has gained over 100 million daily users, half of whom are Gen Z, the fastest-growing audience on the app. X has also made advertising more relevant, with a 22% increase in total ad engagements. AI will also play a big role in helping the advertising experience. They are looking to improve search functionalities, refine ad placements, and a deeper understanding of customer behavior. X Today is a great platform where businesses can listen and contribute to conversations about their brands, within their industry and even worldwide. Businesses can also build brand awareness by regularly communicating with followers and gaining new followers increasing brand awareness. 

    In 2023 X released a statement about how their algorithm distills the 500 million daily posts down to a handful of top posts. Their algorithm is based on models and features that extract information from post, user, and engagement data. One way to help maximize the algorithm is by optimizing posts for likes and reposts. The algorithm weights each engagement type differently. Each like is a 30x boost, each repost is a 20x boost and each reply is a 1x boost. X premium users receive an extra boost which is why brands should invest in the paid subscription. 

    Many of these changes some people have enjoyed while others have not. Regardless I believe that brands need to adapt to these changes to help maximize their marketing on the platform. With the growing audience especially Gen Z it can be very beneficial to utilize X and I think it will only grow from here. With that being said do you prefer X or Twitter?


    

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