using X as a brand

Maximizing Brand Reach: A Guide to Using X’s (Formally Twitter) Features Effectively


Imagine you’re a busy business owner who used to be active on Twitter but left when the censorship got too extreme and the bots took over. Now that Elon bought Twitter and rebranded it to X, and, is starting to rapidly grow again. Free speech is flowing.

Trying to make sense of the rapidly evolving social media landscape can get overwhelming. Even as a seasoned business owner, you might find yourself a bit lost in the digital world. It’s okay, you’re not alone. Many business owners feel the same, but let’s make a pact today to not let technology intimidate us. Instead, let’s embrace it and learn how to navigate this exciting digital landscape together. Specifically, leveraging X’s features to grow your brand, irrespective of what industry you’re in.

Why X, you ask? That’s simple. With over 540 million users X is a gold mine for brand engagement. From publishing long content to utilizing live streaming, a plethora of options are available to increase visibility and brand presence. X is quickly becoming an all-encompassing platform where you can post short content, long-form content, videos, live streams, host spaces with multiple presenters, and the ability to apply for monetization. Yes, you can apply to earn money from the content you share.

All you need to know is how to use X effectively. So, sit back, grab your favorite beverage, and let’s get started.

Publishing Longer Content

Traditionally, X (Twitter) was known for short, crisp messages. However, the platform has evolved and now allows users to publish longer content, up to 280 characters. If you are a Twitter Blue member your posts can be much, much longer. Up to 25,000 characters. You can publish an entire article.

But why is longer content helpful? Well, longer content allows you to provide more detail, express complex ideas, and tell a more comprehensive story. It gives your audience the context they need to understand your message.

When using longer content, remember to maintain clarity and brevity. Use simple language, avoid jargon, and make sure each tweet delivers value. A well-crafted long-form tweet can spark conversations, encourage shares, and increase your brand visibility.

Additionally, longer posts can improve your SEO ranking. Google includes tweets in search results, and longer, keyword-rich tweets can increase your visibility in search engine results. So, by publishing longer content, you’re not just reaching your X audience, you’re reaching the entire internet!

Utilizing the Power of Live Streaming

Live streaming directly on X is becoming one of the most potent ways a brand can expand its audience. Live streams receive more reach and provide a way to engage your audience in real time. It allows you to host events, Q&A sessions, product launches, or behind-the-scenes tours. The live interaction creates a sense of community, builds trust, and provides a unique, unfiltered view of your brand.

To make the most of live streaming, plan your streams in advance. Promote the stream on your Twitter and other social media accounts, and encourage your followers to join and engage. During the stream, interact with your audience, answer questions, and ask for feedback. Remember, engagement is key in live streaming.

Live streams are searchable in the X app, and on the website, and you can embed the live stream into other websites like any other tweet.

After the live stream, don’t forget to analyze the performance. Look at the number of viewers, comments, shares, and likes. Use these insights to improve your future streams and create content that your audience loves.

Commenting on Niche Related Content

Twitter is not just about broadcasting your content; it’s about engaging in conversations. Commenting on niche-related content is a great way to engage with your community, demonstrate your expertise, and increase your brand visibility. It helps you stay relevant, build relationships, and learn from others in your industry.

To get started, follow relevant leaders in your niche, conversations that spark your interest, and relevant hashtags in your industry. Look at trending conversations. When you see a post that resonates with you, leave a thoughtful comment. Ask a question, share an insight, or simply appreciate the content. Remember, your comment reflects your brand, so be respectful and professional, but be real. People are tired of the facade, they want to engage with real people who have opinions, and feelings and that engage back.

Regularly commenting on relevant content will increase your visibility and establish you as an active participant in your industry. Over time, this engagement can lead to collaborations, partnerships, and increased brand recognition.

One thing I’ve noticed recently is the smaller accounts are getting noticed. Don’t think you only need to engage with influencers or thought leaders that have large followings.

Posting Consistently but with Intent

Consistency is key on Twitter. Regular posting keeps your brand at the forefront of your audience’s minds and shows your commitment to engaging with your community. However, consistency doesn’t mean mindless posting. Each tweet should serve a purpose and align with your brand’s voice and goals.

A content calendar can help you to plan your posts in advance. This allows you to maintain consistency, balance different types of content, and ensure each post aligns with your brand message. But please remember, quality trumps quantity. It’s better to post fewer, high-quality tweets than numerous irrelevant ones. I prefer to schedule some Xeets through the scheduler on X and pop in with impromptu posts depending on my mood and what I have going on in my life.

Also, use X’s analytics to understand what content resonates with your audience. Look at the engagement metrics for each tweet and use these insights to refine your content strategy. This way, you’re not just posting consistently, but you’re posting content that your audience loves.

X threads have become quite popular. Comb through your feed and watch how others in your niche are maximizing their effect and reach on X.

Hosting an X Space

X Spaces is a relatively new feature that allows you to host live audio conversations. It’s a fantastic way to engage with your audience, discuss hot topics, and position your brand as a thought leader.

To host a successful Space, choose a topic that’s relevant to your audience and invite thought leaders to join the conversation. Promote the Space on your X page and other social media accounts and encourage your followers to join and participate.

During the Space, facilitate the conversation, encourage participation, and ensure everyone feels heard. After the Space, ask for feedback and use the insights to improve future Spaces. Remember, Twitter Spaces is not just about talking; it’s about listening and engaging with your community.

In conclusion, X is a powerful tool for brand growth. By publishing longer content, utilizing live streaming, commenting on niche-related content, posting consistently with intent, and hosting X Spaces, you can increase your brand visibility, engage with your community, and grow your brand. Just remember building a brand on Twitter requires patience, consistency, and lots of love. So, take a deep breath, believe in yourself, and start tweeting. You’ve got this!

Come on over and join me on X.


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About Carol Lawrence
Dreams do come true. I’m thriving in the mountains with my husband of 37 years and five chickens and relishing time spent with my sons and three granddaughters. I’m a best-selling co-author of Women On Purpose; 13 Women Share Their Journey To Living Their Highest Calling, co-author of my Intentional Conscious Parenting blog, and the book 10 Ways To Parent Consciously; Parenting In The New Paradigm. I’ve published numerous blogs, printed journals, and parenting printables. I have a passion for supporting the inner light of the children, helping my clients behind the scenes in their businesses, and writing on a variety of topics.