The Benefits of X
I’ll be honest, I am very unfamiliar with X and still call it Twitter. I don’t own an account, and don’t feel the need to. With that being said, this chapter taught me a lot! I want to point out a few highlights before getting into the benefits of marketing with X!
Jack Dorsey created Twitter in 2006. At the time, he wanted to create a platform that communicated by a short messaging service. In 2022, Elon Musk bought Twitter. Soon after, he rebranded Twitter to X. There were financial turmoil and several challenges that arose. Even with the decrease, X still attracts well over 580 million followers. I’m not going to get into the specific challenges Elon faced, but I want to highlight the benefit X has for business users.
X is primarily a video-centered platform. The new immersive video surface allows users to vertically input videos similar to what you see on TikTok. To step up their game, X included new audio and video calling features. This could have been to keep up with other platforms such as Instagram. As AI has gained its popularity, more social media platforms are implementing it in their own ways. X decided to do the same and offer an AI assistant, Grok. On the marketing side, X has created advertising enhancements, innovative content exploration and brand safety. Each of these user features allows businesses to step up their game.
X prides itself in being a transformative platform. They make it possible for businesses to follow trends and stay up to date. X also helps businesses increase their brand awareness. By being on the platform, brands can reach a new audience of consumers. X business users can easily connect with customers, brand advocates and influencers. As we’ve seen in the mimic simulation rounds, hiring influencers to create content is beneficial in a lot of ways!
If I was a brand owner, I wouldn’t choose X as my first choice of social media platforms but because each platform reaches a different audience, it wouldn’t hurt. While the largest age group of users is the same as Instagram and Facebook, X reaches a lot more men than women. It would be worth it for a business to take the opportunity X provides and make an account!
Hi! I am also very unfamiliar with X, but I agree it was cool to learn more about it. I found all the benefits you shared helpful especially since I want to work in social media. I think it is interesting that X now has calling features like Snapchat and has added AI assistance. I agree that the platform can reach a new audience, especially since it combines multiple features from different platforms.
ReplyDeleteI like how you were honest about not using X but still pulled out key takeaways from the chapter. You did a good job explaining the business features, especially the video updates and AI tools, and connecting them back to marketing strategy. I also thought it was smart how you acknowledged it might not be your first choice as a brand owner but still recognized its value for reaching a different audience.
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