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- Twitter for Lead Gen? In 2024, YES!
Twitter for Lead Gen? In 2024, YES!
X is rising from the ashes like a Phoenix
953 Words | 3 Min 57 Sec Read
Welcome to another issue of Passionate Income.
Today we’ll be discussing how the social media platform X (fka Twitter) has made a huge comeback in the last three months.
In particular, we'll discuss the reasons for its surge and whether you should consider hopping on the platform as a marketing channel for your business.
Let’s dive in.
In previous issues we've discussed how X - formerly known as Twitter - went from being the hottest platform of 2022 to near impossible to grow on during the second half of 2023.
Fortunately, a large number of people began writing threads regarding how X had gone downhill and how hard it was to grow. A handful of which went viral, catching CEO Elon Musk's attention.
Committed to incentivizing the platform top accounts to continue to posting high quality content, Elon promised to resolve the issue.
Fast forward to last month and small accounts got a major boost.
While it's unclear what improvements were made on a percentage basis, anecdotally, I noticed two things:
Organic reach on my tweets / posts improved dramatically
I now see more tweets from small accounts on my For You feed (which is the only way to be discovered on X)
Since then, an announcement came out which - according to X algorithm expert Alex Finn - will make it even easier for small accounts to grow.
On top of that, despite naysayers in the media predicting X's "death" after Elon Musk's takeover, the site currently ranks #7 in the world and #13 in the US (per SimilarWeb).
Which raises a question for digital marketers:
Is now the time to get active on X?
As usual, the answer depends.
While every social media platform has its intricacies, X in particular is much different from its competitors.
First, because of the platform's focus on short-form text, Twitter evolved into the "go to" source for breaking news.
While this doesn't mean you have to tap into the news cycle to benefit, understand the type of content that does well on X usually falls into one of the following categories:
Short and medium form text
Horizontal medium form video
Breaking news (including industry news)
Your take on breaking news
Insights learned from lessons in the trenches
Stories that convey a lesson that's relevant to your audience
Hot takes
Political content
Content that leads to in-depth, back-and-forth discussion in the comments
Posts that are good for sharing with one's entire audience (RTs)
On the flip side, if you look at the type of content that does well on Facebook, Instagram, or TikTok, it usually boils down to:
Short-form vertical video
Content that activates emotions (sentimental, humorous, controversial, awe inspiring, anger inducing, etc.)
Family and friends content
Posts that inspire reactions but not necessarily in-depth conversations in the comments
Memes / photos / videos that are shareable via DMs (would not post to your entire follower base)
Considering the above, it becomes clear some businesses are not a good fit for the inherent nature of X's platform.
Examples include situations where:
Social media marketing is highly dependent on having high quality visuals / graphics / photos (eCom, most fitness, etc.)
Short-form vertical video is people's primary marketing method (UGC creators, influencers, comedians, etc.)
Industries where there's very literal breaking news / the pace of developments is very slow
And so on
In addition, surveys show people log onto to X to:
Be entertained
Get news
And connect with others with mutual interests
To keep up with sports, pop culture, and/or politics
Reading between the lines, it's clear X users log on to see what's happening in the world (in real time). Meaning, they do NOT log on to hear about random eCom products or watch a 30 minute video about your methodology.
And because of that, it's clear X is a Top of Funnel marketing strategy.
Further, given the ease with which you can connect with founders, CEOs, VCs, etc., X is an incredible platform for anyone who sells B2B but cannot handle the uptight nature LinkedIn has become famous for.
And it's not just B2B.
Given users cite 'being entertained' as their #1 motivation for logging onto the platform, Twitter can be an incredibly powerful Top of Funnel lead gen channel if you can tie entertainment and humor into your marketing.
From memes to embarrassing personal tales, if seen countless examples of coaches who lean into X's viral potential to promote themselves.
The key is is being yourself (hard) and actually being funny (even harder).
In conclusion, the future of X looks bright.
While there was a huge spike in X activity in late 2022 and early 2023, most people gave up after it became brutally difficult to grow.
But with multiple algorithm improvements already made and more on the way, it's possible we see a renaissance where it's easy to grow again, but there's much less competition (given how many people threw in the towel last year).
Admittedly, attacking X only makes sense for certain businesses.
But if you see a potential fit, and are ready to put in the work, investing into growing your X account could pay major dividends over the coming years.
💡 Takeaway: It's rare a social media platform makes a comeback. But with 18 year old X (fka Twitter) adjusting its algorithm to reward small accounts with more visibility, it's possible now is the best time in years to grow and market your business there.
🎁 Resources:
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