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Managing a business’s social media presence can feel like trying to stay upright on shifting sands. Just when you feel you have mastered a platform, the algorithm changes, the audience migrates, or, in the case of Twitter, the entire brand identity transforms overnight.

If you are feeling fatigued by the constant changes at X (formerly Twitter), you are certainly not alone. Many business owners and marketing managers we speak to are asking the same question: Is it still worth the effort?

Navigating the digital landscape in 2026 requires making smart choices about where you invest your limited time and energy. It is not about being everywhere; it is about being where your community is. To help you make that decision with confidence, let’s look honestly at the state of X today and weigh up whether it deserves a place in your marketing strategy.

Despite the turbulence of recent years, X remains a unique tool in the social media utility belt. For specific industries and goals, it offers capabilities that image-first platforms like Instagram or video-heavy apps like TikTok simply cannot replicate.

Real-time engagement and relevance

There is still no better place for “now.” When a major industry event happens, a global news story breaks, or a cultural moment occurs, the conversation starts on X. For brands that thrive on being part of the immediate dialogue—think news outlets, sports brands, or tech companies—this real-time pulse is vital. It allows for rapid communication and ensures your business looks active and present.

Showcasing brand personality

X has always been a text-forward platform, which makes it an excellent playground for your brand’s voice. Without the need for high-production visuals, you can rely on wit, humour, and empathy to connect with followers. If your brand strategy relies heavily on a strong, distinctive tone of voice, X gives you the space to flex that personality daily.

Networking with industry leaders

While the general user base may have fluctuated, X retains a stronghold on certain professional demographics. Journalists, politicians, tech founders, and thought leaders still use the platform as a digital town square. If your business relies on B2B connections, PR outreach, or influencing key decision-makers, X remains a powerful networking tool. It is often easier to get a reply from a CEO on X than via a cold email.

Customer service as a public utility

For better or worse, customers have been trained to head to X when they need help fast. It acts as a public help desk. If you have the resources to man the station, resolving issues quickly and publicly can turn a disgruntled customer into a loyal advocate. It signals to prospective customers that you are responsive and that you care.

Precision in advertising

While organic reach can be hit-or-miss, X’s advertising platform offers robust targeting options. You can target audiences based on keywords they have used, accounts they follow, or specific interests. For businesses with a budget for paid social, this allows for a level of precision that can drive meaningful engagement, provided the creative is right.

It is important to acknowledge that the platform has challenges. For many small-to-medium businesses, the return on investment simply isn’t there anymore. Here is why you might consider redirecting your resources.

The resource drain

X is a hungry beast. Unlike a blog post that brings in traffic for years, or a YouTube video that gains views over time, a post on X has a lifespan of minutes. To stay relevant, you need to be posting multiple times a day and engaging constantly.

For a small team, this high-resource investment can be crippling. If you are spending two hours a day on X for very little traffic, that is time taken away from email marketing, content creation, or client relationships that might yield better results.

Safety and brand reputation

Since the shift in ownership and content moderation policies, the environment on X has changed. Some brands find their advertisements or wholesome content appearing alongside controversial or harmful posts. This “brand safety” risk has caused many companies to pause their activity. It is valid to ask if the platform’s current culture aligns with your company’s values of inclusivity and safety.

The “pile-on” culture

Public feedback is a double-edged sword. While it is great for solving problems, it also leaves you vulnerable to public complaints that can escalate quickly. The culture on X can sometimes be combative. If you do not have a skilled crisis management or PR person on the team, navigating a wave of negative feedback can be stressful and damaging.

Lower ROI for visual brands

If you sell beautiful products—interiors, fashion, food, or art—X is likely the wrong showroom. It is not optimised for visual discovery in the same way as Instagram or Pinterest are. We often see lifestyle brands pouring effort into X, only to find that their conversion rates are significantly lower than on platforms designed to showcase aesthetics.

At Torris Creative, we believe in making data-backed decisions rather than following the crowd. When we look at our own client base, the shift is undeniable.

Currently, only 10% of our clients still actively use Twitter/X.

Furthermore, the majority of new clients onboarding with us in 2026 have chosen not to include it in their initial strategy. They are finding that their communities have migrated elsewhere—often to LinkedIn for professional discourse or Instagram/TikTok for brand building. This isn’t to say X is “dead,” but it does suggest it has moved from being a mandatory channel to a niche one.

So, where does this leave you? You shouldn’t feel pressured to delete your account, but you also shouldn’t feel guilty for letting it go dormant. Here is a simple framework to help you decide.

Stick with X if:

• You are in news, politics, sports, or tech.

• You have a dedicated support team to handle customer service queries.

• Your brand voice is your strongest asset and you enjoy text-based banter.

• Your target audience is highly active there (check this first!).

Step away from X if:

• You have a small team and limited time.

• You are a highly visual brand (fashion, food, design).

• You are risk-averse regarding brand safety and controversy.

• You are seeing low click-through rates compared to your other channels.

Ultimately, your marketing strategy should empower your business, not drain it. No rule says you must be on every platform. In 2026, the smartest businesses are the ones that curate their presence intentionally.

If X brings you joy, connections, and customers, keep tweeting. But if it feels like shouting into the void, give yourself permission to log off and focus your energy where it truly grows your business.