Twitter is Dead. What Brands Should Do Instead in 2025
Once the cool kid on the digital block, Twitter has become the party nobody wants to go to. What used to be a lively space for breaking news, brand snark, and live-event chatter has turned into a chaotic mess of bots, hate speech, and irrelevant noise. And let’s be honest—calling it “X” just made things worse.
If you’re wondering whether your business should still be using the app formerly known as Twitter, the answer is probably not. Here’s the breakdown.
The Rise and Fall of Twitter
There was a time when Twitter was magic. You could toss out a funny thought, go viral, or live-comment your favorite show with strangers across the globe. Hashtags ruled the timeline. News broke in real time. It felt like a global group chat.
But then... Elon happened.
The takeover led to mass layoffs, platform instability, and the kind of “innovation” nobody asked for. Renaming it to “X”? That’s not branding. That’s erasing a platform’s legacy and confusing your users.
How It All Fell Apart
It started with layoffs—particularly the ones that gutted content moderation and platform safety. Then came the $10 blue checkmarks, making impersonation easier than ever. Throw in a crumbling algorithm, a tanking ad business, and zero brand safety, and you’ve got the perfect storm.
What was once a marketer’s dream has become a reputational risk.
Are Your Customers Even There Anymore?
Chances are, they’re not.
Unless your target audience lives in an online basement echo chamber, it’s unlikely they’re actively engaging on X. The platform’s engagement is down, and the search functionality is practically broken.
If your brand is still tweeting into the void, it’s time to stop and reassess. There's no return on your time—or your ad spend.
Better Platforms for Brands in 2025
Wondering where to go instead? Here are our top picks:
1. Threads
Not perfect, but safer. If you loved old-school Twitter for trending convos and real-time feedback, Threads offers a similar vibe without the toxicity.
2. LinkedIn
Especially if you’re a B2B brand or a professional service, LinkedIn is where your audience actually shows up. It’s mostly drama-free and supports smart, strategy-first content.
3. Instagram Reels & TikTok
Short-form video isn’t going anywhere. TikTok’s algorithm is ridiculously good at getting your content in front of the right people. Instagram is catching up.
4. Email & SMS
Gold. These are the only lists you own. If someone gives you their inbox or phone number, they want to hear from you. Treat them right, and they’ll convert.
5. Reddit
Not for everyone, but it’s a solid option for niche communities. Just don’t be weird or salesy. Be helpful.
Should You Keep Your X Account?
Maybe. But only to:
Lock down your handle so it’s not impersonated.
Monitor mentions or tags.
Possibly help your SEO via branded or local hashtags.
But please, don’t build your strategy around it. That ship has sailed, sunk, and is now a cautionary tale.
Protecting Your Brand Is Non-Negotiable
One of the biggest issues with X is the impersonation risk. Since anyone can now buy a verification badge, it's easier than ever to fake being you.
That’s a liability. If a fake account posts something wild, your brand could take the hit before anyone realizes it wasn’t actually you.
Your Energy Deserves a Better ROI
We’re not here to be nostalgic. We’re here to help you grow. So unless your audience explicitly lives on X (we’re talking news or politics), there are better places to show up and shine.
Here’s where we recommend focusing your energy:
Build brand authority on LinkedIn
Get attention with Reels and TikToks
Own your audience with Email and SMS
Grow thought leadership with blogs and podcasts
Create a strategy that’s built to convert, not just to shout into the void
Need a Better Plan? We’ve Got One.
We built a free marketing strategy workbook just for businesses like yours. It walks you through reviewing your website, social media, and email strategy—plus shows you how to build a plan that actually makes sense for your stage of growth.
No fluff. No jargon. Just what works.
If you’re still debating whether to post on X... here’s your sign to stop. Reclaim your time. Reclaim your results.
Rebel Marketing is here to make sure you spend less time on chaos and more time building a brand that gets noticed.
