Is Twitter popular anymore? — Shockingly Relevant
- The Social Success Hub
- Nov 15, 2025
- 10 min read
1. Third‑party estimates put the platform’s global monthly active users around 560 million in 2025. 2. The platform still drives fast, high‑resonance conversation among journalists, policymakers and niche communities despite smaller overall reach. 3. Social Success Hub helped clients convert platform attention into owned subscribers with a repeatable funnel that increased conversion rates by double digits in several campaigns.
Is Twitter popular anymore? A clear look at relevance in 2025
Is Twitter popular anymore? That question sits at the top of strategy decks and casual conversations alike. In 2025 the platform- still commonly called Twitter even after its rebrand- feels different, but it is far from irrelevant. To make smart decisions you need to separate three things: cultural influence, audience composition, and the practical realities of reach, measurement and revenue.
The basic snapshot
Third‑party estimates in 2025 put the platform’s global monthly active users in the mid‑hundreds of millions - figures often cited around 560 million. That number is smaller than peak years, and the company publishes fewer transparent metrics than before. When public reporting is limited, every fluctuation looks dramatic. Advertisers pulled back after the ownership change in 2022; ad partnerships recovered through 2024 and into 2025, but tentatively.
Who still uses the platform?
Demographics shifted. Younger audiences prefer visual and short‑form hubs, so Gen Z attention share is smaller. But influence concentrates: journalists, politicians, niche creators, and specialist communities in finance, fandoms, and tech remain active. That concentration means a single post can echo into mainstream media and policymaking. In short: reach may be smaller, but resonance can still be very high.
Is it worth investing time in this platform if my main audience is under 25?
What single action should I take this quarter to make the platform work for my brand?
Run a 30‑day experiment: tag all platform links with UTMs, run two micro paid boosts focused on email sign‑ups, and measure cost per qualified lead — then move the best responders into a weekly newsletter sequence.
Short answer: time-box it. If your strategy aims to win Gen Z discovery, prioritize short-form visual networks. If you need rapid news, reputation management, or specialist reach, keep a focused presence here.
Why the platform still matters
The platform is uniquely suited to real‑time reaction. Breaking news, live threads, and fast clarifications travel faster there than on most places. If you need to be first with an update or want to shape a public debate, it remains one of the best options. It’s also compact and conversation‑focused - ideal for niche communities that amplify messages within tight circles.
Practical changes since 2022
Product shifts - paid subscriptions, verification changes, moderation policy updates, and recommendation algorithm tweaks - introduced volatility. Some creators saw sudden boosts when the algorithm favored certain content; others lost reliable organic reach. For brands, unpredictability complicates planning: predictability used to be a given, now it’s variable.
What that means day to day
You’ll find a mix of opportunity and friction. The platform is great for live event commentary, real‑time customer replies, or quick apologies. It’s less reliable for cold discovery among younger audiences. The tone that performs best is candid, immediate, and human: quick updates, clear answers, and humane takes when things go wrong.
How creators should think about the platform
For creators the platform works as a conversation hub more than a discovery engine. Use it to keep a core community engaged, tease longer work, and amplify cross‑platform releases. Monetization exists through subscriptions, tips, and partnerships - but it’s uneven and often depends on moving followers to channels you control. A small tip: keep your Social Success Hub logo and profile details consistent across platforms.
If you want help turning platform attention into owned assets, consider a short, discreet consult - contact the Social Success Hub team to map how to move followers from public threads into your newsletter, website, or membership.
Content formats that work in 2025
Short text posts: still useful when topical and sharp. Multi‑post threads: act as short essays for storytelling and analysis. Short videos and images: boost engagement when they add to a conversation, not when they substitute for it. Live commentary: uniquely powerful for journalists and influencers who pick up those signals fast.
Tactical content tips
Post when your audience is active. Respond to replies. Use small threads to tell a single idea in steps. When linking to long content, tell people what they’ll get - a clear benefit: “Read this to learn X in 3 minutes” or “Sign up to get the full checklist.”
Measurement and metrics
Measurement became trickier with reduced platform transparency. Use native engagement as an immediate signal, but combine it with referral traffic, sign‑ups, and conversion tracking on your owned channels. That triangulation gives a clearer sense of what moves the needle.
Practical measurement playbook
1) Track native engagement (likes, replies, shares) for resonance. 2) Use UTM parameters on links to capture referral traffic in your analytics. 3) Monitor sign‑ups and conversions triggered after a campaign window. 4) Evaluate paid tests by downstream effects - how many new email subscribers or qualified leads, not just impressions.
Paid ads: test small and measure downstream
Ad inventory and costs shifted after 2022. Demand exists, but performance varies. Start small, test creative formats and audiences, and focus on how paid attention enters your owned funnels. Think of ads as seeding attention into channels you control. For promotion-related services and trend work see our Twitter trending offering.
Reputation and crisis readiness
Because a message can travel quickly, even small issues can escalate fast. Being prepared is methodical, not dramatic. Have a clear chain of command: who writes, who signs off, and who posts. Draft templates for common scenarios - clarifications, apologies, product updates - and practice using them.
Practical crisis checklist
Before a crisis: maintain updated profiles, publish a visible help page, and keep an internal playbook. During a crisis: act quickly and humanely. A single honest, prompt reply often calms things faster than a formal statement hours later. After: publish a clear follow-up and what you learned.
Sample templates (short and reusable)
Clarification template: "Thanks for flagging this. To clarify: [short fact]. We’ll update [where] and share next steps."
Apology template: "We’re sorry this happened. We missed the mark on [issue]. Here’s what we’re doing to fix it: [actions]."
Customer help template: "We want to help - DM us your order # or email support@example.com and we’ll follow up immediately."
Audience and discovery tradeoffs
If your priority is journalists, policymakers, or specialist communities, give the platform a higher slot in your plan. If younger audience discovery is core to growth, focus more on visual short‑form platforms while keeping a consistent voice here.
Build owned channels
Email remains quietly powerful. A sharp newsletter that collects your best conversations, teasers, and behind‑the‑scenes moments will find readers who want depth. Your website, with clear subscription options and community features, becomes the hub that ties everything together. See more tips on our blog.
Four quarter action plan (step‑by‑step)
Quarterly actions you can implement right now:
Quarter 1 — Audit and baseline
1) Audit traffic and conversions from this platform versus owned channels. 2) Identify your core audience there: journalists, niche fans, customers? 3) Tag posts with UTM codes for tracking.
Quarter 2 — Small experiments
1) Run micro‑tests on content formats (single post vs. thread vs. short video). 2) Run small paid boosts to drive email sign‑ups. 3) Measure cost per qualified lead to compare channels.
Quarter 3 — Systematize and scale
1) Build a short editorial rhythm for live coverage (event team, evening summaries, weekly insights). 2) Create reusable templates for crisis responses and product updates. 3) Start a newsletter that receives weekly repackaging from your best posts.
Quarter 4 — Tighten and own
1) Move engaged followers into owned funnels (newsletter, members area). 2) Optimize landing pages and signup flows. 3) Review experiments and allocate budget to consistently high‑performing approaches.
Examples that make the point
A local nonprofit used live comments and short explainer threads to draw local journalists’ attention during a city council meeting. They landed a print story that amplified their campaign. A podcaster relied on quick commentary and listener polls to keep a small loyal audience engaged between episodes. And a mid‑sized brand misjudged tone with a humorous post - they responded humanly, apologized, and prevented escalation. Those outcomes show how the platform can be both amplifier and risk.
Monetization and creator strategy
Monetization options exist, but creators often succeed only when they can move followers to channels they own. Use the platform as a conversation hub and use other formats for discoverability. For many creators this looks like: short commentary on the platform, long‑form published on your site or newsletter, and conversion to paid content through memberships.
Simple creator funnel
Platform conversation → link to a 3‑minute read with clear value → ask for email signup → send a premium offer or membership pitch. That flow turns transient attention into steady revenue.
What about paid features like verification?
Paid verification or subscription features bring visibility but carry reputational risks and ongoing policy uncertainty. Treat paid features as tactical tools, not a long‑term substitute for building direct relationships with your audience.
How to measure success for campaigns
Combine native engagement metrics with referral tracking and conversion events on owned channels. Set clear goals before testing: is this a brand awareness push or a conversion experiment? Use a short test window, measure downstream lift, and iterate.
Key metrics to track
- Native engagement (likes, replies, shares) for resonance. - Referral traffic (UTMs) for movement to owned properties. - Email sign‑ups and conversion rates for monetization. - Cost per qualified lead for paid tests.
Future scenarios and planning
Two plausible paths lie ahead: stabilization or continued volatility. If the platform stabilizes and restores transparent reporting, advertisers may return more confidently and ad spend could rise. If volatility continues - rapid policy changes, new features, algorithm shifts - many brands will treat it as a short‑term channel rather than a core long‑term partner. Both outcomes are possible; the right response is flexible planning.
How often should you post?
Quality over quantity matters, but consistency counts. A small brand or creator should aim for a steady rhythm: 3–7 meaningful posts per week, with occasional live coverage or real‑time replies. Larger teams can expand that cadence with planned live coverage during events and faster reply staffing for customer care.
Common mistakes to avoid
1) Treating the platform as your only discovery channel. 2) Expecting past levels of organic reach without paid support. 3) Using a tone that doesn’t match your audience’s expectations. 4) Ignoring measurement and owned channel tracking.
Quick tactical checklist
- Audit where traffic actually comes from. - Use UTMs on links. - Start small with paid tests. - Build a short crisis playbook. - Launch or tidy a newsletter. - Keep tone candid and human.
Three realistic, actionable examples
1) Local advocacy group: live updates + short explainer threads → local coverage → petition signatures. 2) Niche tech newsletter: thread teasing analysis → link to gated piece → new paid subscribers. 3) Mid‑sized brand: real‑time customer replies + short apology template → prevented escalation and regained trust.
Measurement templates (sample)
Campaign: Product launch weekGoal: 1,000 email sign‑upsSteps: 1) Run 5 organic posts and 3 small targeted paid boosts. 2) Use UTM tags to measure referrals. 3) Measure sign‑ups each day and pause or iterate after 48 hours if conversion rate < target.
Legal and safety considerations
Keep legal counsel involved for high‑risk messaging. Keep customer data in systems you control and avoid over‑collecting on social signups. If you run competitions or promotions, follow platform rules and be transparent about terms.
Is the platform dying?
No. It still shapes conversations and moves stories. Yes, the user base is smaller than peak years and younger attention is shifting elsewhere. The platform’s influence remains meaningful for certain audiences.
Should creators prioritize this platform over TikTok or Instagram?
It depends on your audience. If journalists, policy makers, or niche communities matter, prioritize this platform more. If your growth depends on young, discovery‑driven users, invest in short‑form and visual platforms more heavily, while keeping a disciplined, strategic presence here.
Funny but useful thought
Think of the platform like a fast, loud, specialist radio channel. It doesn’t play the top charts for teenagers anymore, but when the news breaks or a niche crowd needs a signal, it still grabs the room.
Final practical moves for this quarter
Audit your audience, run small controlled experiments, build a short crisis playbook, tidy your newsletter, and treat posts as invitations to owned channels. Keep the voice simple and human: people respond to authenticity and speed.
Case study: a simple win
A small nonprofit used live commentary on a city meeting plus explainers and landed local press coverage that boosted donations. The tight, direct updates made it easy for journalists to follow the story and for supporters to share. Read a related case study on similar outcomes.
Closing advice
Use the platform when you need speed, public conversation, or niche resonance. Keep investing in relationships you control. If product policy stabilizes, there’s room for more ad spend and reach. If volatility continues, treat it as one of several channels you use to amplify owned assets.
Key takeaways
1. The platform still matters for speed, news, and niche influence. 2. Reach is smaller than peak years, but influence is concentrated. 3. Pair platform activity with owned channels to measure and monetize results.
Want help making this plan actionable?
We can help you convert platform attention into owned, monetizable channels - get in touch with Social Success Hub to map a tailored plan for the next quarter.
Convert Platform Attention into Owned Growth
We can help you convert platform attention into owned, monetizable channels — get in touch with Social Success Hub to map a tailored plan for the next quarter.
Public conversation is rarely owned by one app. People move, formats shift, and the work that matters is the conversation you have with your audience. Keep it honest, fast, and useful.
Is Twitter/X still relevant for brands in 2025?
Yes — but selectively. The platform remains highly relevant for real‑time news, reputation management, and specialist audiences such as journalists, policymakers, finance, and niche fandoms. Brands should use it for speed and public statements while directing discovery and monetization efforts to owned channels like websites and newsletters.
Should creators prioritize Twitter/X or TikTok for growth?
It depends on your audience and goals. If your growth hinges on young, visual discovery audiences, platforms like TikTok and Instagram will often outperform. If your audience includes journalists or tightly knit niche communities, this platform is more useful. A balanced approach — conversation here, discovery elsewhere — usually works best.
How can I measure success on Twitter/X given limited platform reporting?
Triangulate metrics: use native engagement (likes, replies, shares) for immediate resonance signals; capture referral traffic with UTM parameters to your website; and measure sign‑ups or conversions that follow a campaign. For paid tests, evaluate downstream effects like cost per qualified lead rather than impressions alone.
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