X

It depends entirely on whether real-time matters to your business. X reaches around 611 million people a month and remains the world’s real-time platform for news, finance, technology, sport and live events. For brands in those worlds it is unmatched and often the best value in social. For brands where nothing is time-sensitive, it is usually a distraction. We are honest about which camp you are in, rather than selling a presence you do not need.

X is best for companies and industries where intense, real-time information is core to the business: finance and markets, technology, sport, media and news, entertainment, travel and airlines, and any brand built around live events or fast public conversation. Its audience skews toward news, finance and technology, and for those verticals it delivers reach at roughly half the cost of equivalent Meta impressions. If your customers act on what is happening right now, X is where they are.

Real-time marketing is joining a live moment or trend with content that fits your brand, fast, while attention is peaking. Done well it earns outsized reach; done carelessly it backfires in public. We manage the risk with always-on listening through Wise Sonar, pre-agreed guardrails, and our Coherence check that keeps reactive content on-brand and on-objective. The discipline is knowing which moments are yours, and which to leave well alone.

If you are on X at all, yes. Around 78% of businesses are, and customers will post complaints publicly and expect a fast answer whether or not you are listening. Public, visible, quick responses protect your reputation and build loyalty others can see, while silence does the opposite. We run X service in step with your wider Customer Experience, so the speed never comes at the cost of consistency.

For the right audiences, they work and they are cost-efficient. X rebuilt its ad platform around AI in 2026, and for news, finance and technology audiences it delivers reach at roughly half the cost of equivalent Meta impressions, on largely brand-safe inventory. Creator Connect also matches campaigns to the specific creators who own a conversation. As always, cheaper attention only pays off when it is the right attention, so we run X paid to outcomes, not impressions.

X is now the most AI-integrated social platform: its assistant, Grok, powers the search bar, the recommendation engine’s reasoning and an in-app assistant. That makes X an AI-answer surface as well as a feed, where what people ask the assistant is shaped by the live conversation. For brands it means real-time presence increasingly influences AI answers too, so showing up well, accurately and often, matters more than ever.

Very. X is pushing video hard, with video views up sharply year on year, a TikTok-style vertical feed, and revenue sharing for longer creator videos. Native video now gets stronger algorithmic visibility than static posts. We build video for the platform’s pace and context rather than reposting clips from elsewhere, because what works on X is timely, native and made to spark conversation.

With preparation, not luck. Before anything goes out fast, we agree the brand guardrails, the topics to avoid, and who can approve what. Our Coherence check keeps reactive content tied to the brand and the business objective, and a senior human always has the final say. Speed and safety are not opposites when the groundwork is done; the brands that get into trouble are usually the ones improvising without a plan.

By tying real-time activity to real outcomes. Reach, engagement and share of conversation are early signals; the scorecard is the reputation protected, the leads and sales influenced, the service issues resolved, and, for paid, the cost per outcome versus other platforms. Because X is so cost-efficient for the right verticals, it often punches above its budget, but only when judged on results rather than raw impressions.

X is built for the present tense. Where other platforms are about identity, discovery or polished content, X is about what is happening right now, the conversation, the reaction, the live moment. It is text-first but increasingly video-led, public by nature, and the place news and culture break first. That makes it powerful but demanding: it rewards speed, wit and presence, and it is unforgiving of brands that show up slow or silent.