X is where conversations happen in real time. With over 600 million monthly active users, it’s one of the few content distribution channels where a single post can reach thousands of people in minutes.

For marketers, X opens up several possibilities but also comes with challenges. While your content can spread fast, boosting brand awareness, it might also get lost among the millions of posts that go live every day.

The key is to build a solid content marketing strategy for X. This involves understanding your audience, experimenting with visuals, videos, and other content formats, and using the right tools to make your content work.

In this article, we’ll look at practical ways to get more from your content on X—from understanding what your audience cares about, to writing tweets people actually want to share, and also running paid ads.

Why X For Content Distribution?

X (Twitter) is one of the most popular distribution channels as it offers wider reach, advanced targeting tools, and features like hashtags to improve content discoverability. It allows brands and marketing teams to build awareness, engage real time, and establish credibility among an engaged audience. 

Here’s why you should plan your X distribution:

Real-time relevance

With over 500 million tweets sent daily, X is one of the fastest content distribution channels to spread news, insights, and native content. If you share content on time, you’ll capture the audience’s attention, but if you share it late, there’s a low probability of visibility.

For example, If you’re running a webinar, don’t just drop the registration link. Break it into short clips, text posts, and threads that feel native. This keeps your audience engaged while promoting the event.

Wide reach

As discussed earlier, X boasts over 600 million monthly active users, making it a prime distribution channel for brands. And the typical X user spends 34 minutes and 6 seconds on the platform, providing you with the perfect opportunity to increase your reach. Using X for content distribution, you can expand your brand’s reach, increase visibility, and drive engagement like never before. 

Targeted marketing

67% of B2B marketers use X for content distribution because of its targeting tools. X’s ad targeting helps you reach audiences based on their demographics, interests, keywords, behaviors, and more. You can target by age, location, language, conversation, event, and even follower look-alike audiences. This helps you reach people who are most likely to engage and convert.

Amplification

X amplifies your content reach like no other platform. X’s unique sharing features, such as Retweets and Likes, allow your content to be easily amplified by your followers. In fact, a single Retweet can boost your content’s reach by an average of 122%. 

For instance, Nick Huber, aka @sweatystartup on Twitter (now X), started writing threads on Twitter to build his business and an audience for his podcast. After tweeting well-written social  consistently, it was just one tweet that gave him 32k new followers in 4 days. Currently, the tweet has 16k reposts and 21k bookmarks.

Analytics

X’s built-in analytics provide valuable insights to track your content’s performance, helping you make data-driven decisions to optimize your strategy.  With X Analytics, you can monitor engagement, impressions, and click-through rates, helping you identify the content types that perform the best for your brand.

How X Algorithm Works to Market Your Content?

When X released its recommendation algorithm on GitHub in March 2023, it brought transparency to how content actually gets recommended to users. Here’s a breakdown of the key factors that shape visibility on X, and how you can use them to your advantage.

The impact of like count and retweet count

The like count and retweet count have a massive impact on the X algorithm, with the like count being 30 times more impactful than replies, and retweets being 20 times more impactful. 

To increase your tweet’s discoverability by the platform’s search engine, creating engaging content that encourages your audience to like and retweet it, is essential.  The more engagement your tweet receives, the higher its chances of being recommended to more users on the platform.

The importance posting clean content

X’s algorithm flags offensive or spammy content, adversely affecting your tweet’s ranking. That’s why reviewing your content before posting is critical. If your brand voice leans bold, keep it sharp but respectful. Humor and hot takes can work, but choose your words carefully so they don’t violate X’s policies.

Hashtags and trending topics

Using multiple hashtags can deprioritize your tweet and reduce its chances of being recommended to more users on the platform. It’s significant to use relevant and targeted hashtags that appeal to your audience and help increase your tweet’s visibility. 

Mentioning trending topics, such as ChatGPT or AI in social media can boost your tweet and increase its chances of being recommended to more users on the platform.

Images and videos can double reach

Adding visual content to your tweet can give it a significant 2x boost and increase its visibility on the platform. Using high-quality images and videos that resonate with your audience will help catch their attention and increase engagement.

For example, repurposing your existing podcast into visual content like video clips, blogs, infographics, text posts, and posting them on X will get you more reach and engagement instead of posting static links.

Verified accounts

Verified accounts receive a big boost in the X algorithm, making it an essential task to work towards getting your account verified. To verify your account, complete your profile, be active on the platform, and build a significant following.

Additionally, you can submit a verification request to X by going to your Account Settings and selecting “Request Verification.” X will review your request and determine whether or not to verify your account. 

Note: Not all X accounts are eligible for verification, and it may take some time for X to process your request.

Following and links

If your account follows way more people than those following back, your content may be deprioritized. In that case, your content is less likely to be recommended to users. Hence, it’s important to maintain a balanced follower-to-following ratio.

Additionally, links from non-media sites or low-quality sources may also be deprioritized. To maximize reach, use high-quality, relevant links that add value to your tweets.

Boosts and demotions

To increase your tweet’s visibility and chances of receiving a boost from the algorithm, it’s crucial to focus on creating engaging content, leveraging trending topics, and using high-quality media such as images, videos, and GIFs. Avoid using spammy sources, your name, or URL without any accompanying text.

Boosts

• High engagement (likes, retweets, replies)
• Mention or related to trending topics
• Media (such as images, videos, and GIFs)
• News-related content

Demotions

• No text
• URL only
• Name only

How to Market Your Content on X?

If you’re planning to distribute content that actually gets seen on X, you need a simple system: Know your audience ➡️ create useful content assets ➡️ use the right content distribution channels and distribution tactics to amplify them.

Here are some steps and strategies worth considering for implementing an effective X distribution system:

Understanding your X audience

With 63% of X users aged between 35-65, understanding your audience’s demographics, interests, and behaviors is essential to create tailored content to keep your audience engaged. If you want to distribute content that actually gets seen, follow this system:

• Use X Analytics to gain insights into your audience’s preferences, active times, and the content types they resonate with. This will help you create relevant content.
• Monitor conversations and trending topics in your niche using social listening tools so your content answers the real questions people are asking. 
• Brands that reply and engage earn trust. In fact, research shows that 77% of users appreciate brands that respond. It helps boost your organic reach, engagement, and brand credibility.

Creating high-quality, platform-fit content

Whether you’re writing a post on product launch or repurposing your blog post, keep your tweets short and useful to capture the attention of your target audience and boost engagement. 

• Use X’s 280-character limit to deliver the idea clearly and concisely.
• Be authentic to your brand’s voice and values. Avoid using clickbait or misleading headlines to entice users to click on your tweets.
• Humor can be a good way to connect with your audience and increase engagement on the platform. 
• Share valuable information and insights that aren’t easy to find on other websites or via search engines.  

Enhancing X engagement with visuals

Studies show that tweets with images receive 150% more retweets than those without, highlighting the importance of incorporating visually appealing elements. So, be it a repurposed YouTube video or blog post, share it with visuals to increase the chances of engagement.

Use high-quality images

Choose relevant and visually appealing images to accompany your content. Avoid using low-quality or blurry images that may turn off your audience.

Add videos

Adding videos to your tweets can increase engagement on the platform. Ensure your videos are short and to the point, and include subtitles if possible.

Use GIFs

GIFs can be a fun and engaging way to convey your message and increase engagement on the platform. Use relevant and targeted GIFs that are appropriate for your brand and message.

Create infographics

Infographics can effectively share valuable information and insights with your audience in a visually appealing way. 

Use X Cards

X cards are a way to add rich media to your tweets, such as images, videos, and links. Use X cards to make your tweets more visually appealing and increase engagement on the platform.

The New York Times uses different types of X cards for its posts. Here’s an example.

Adding relevant hashtags for X marketing

Hashtags play a key role in maximizing the visibility of your content and connecting with a broader audience.  Research the most popular hashtags in your niche and use 1-2 relevant and targeted tags that genuinely relate to your content.

Keep an eye on trending hashtags and incorporate them in your content when appropriate, as tweets with one or two hashtags receive a 21% higher engagement rate.  However, don’t overdo it, as using more than two tags may drop engagement by 17%.

Promoting your content effectively (organic + partnerships)

One of the most effective ways to promote your content and increase organic reach on X is through hashtags. There is a two-fold increase in engagement when tweets contain hashtags, and tweets with at least one hashtag are 12.6% more likely to be retweeted than those without.

Another way to promote your X content effectively is by collaborating with industry influencers or other brands.  Partnering with influencers can increase your content’s reach, drive traffic, and boost credibility among their followers. Meanwhile, collaborating with other brands can help you reach a new audience and increase brand awareness.

Here’s an example of Canva partnering with Marvel to launch and promote its Marvel templates. The mention of Marvel in the post will help Canva reach a wider audience base.

Additionally, interact with your audience by responding to their tweets, retweeting their content, and running X polls. This can increase your content engagement in your content and build a community around your brand.

Finally, cross-posting on other social media channels, such as Instagram, LinkedIn, or Facebook page, can help increase its visibility and reach a broader audience. 

Tracking X content performance 

Use X Analytics or Distribution AI to measure impressions, engagement rate, link clicks, retweets, likes, and replies. Set specific benchmarks or follow industry averages to improve your brand performance on X. Look for patterns like what content formats and topics consistently perform well, and treat those as repeatable content assets. 

Iterating and optimizing for better results

Double down on what works. If a blog post thread does well, test variations. If a poll doesn’t, adjust next time.

Analyze your top performing content and identify why they resonated—format, headline, timing, hashtag, or tone. Test variations, and keep a simple experiment log to document the reasons behind content not performing well. This way, you can refine your strategy and avoid making the same mistakes.

Additionally, implement these practices:

• Stay up-to-date with the latest X features and best practices to ensure your strategy remains relevant and effective.
• Experiment with the platform’s new tools and techniques, identify key emerging trends, and adopt them as needed.
• Ask for audience feedback through polls, questions, and direct messages. Their input can provide invaluable insights into your content’s performance and help you identify areas for improvement.
• Regularly monitor your competitors to identify opportunities for differentiation and growth. 

Using X Ads to amplify your reach

Pair organic efforts with X’s targeted ads. X Ads are known for their cost-effectiveness, offering a lower cost-per-click (CPC) than other advertising channels. 

• Experiment with these paid ad formats, such as Promoted Tweets, In-Stream Video Ads, and Website Cards, to identify your brand’s most impactful campaign types. 
• Use specific targeting options, including demographics, interests, and behaviors, to reach your ideal audience and maximize your return on investment (ROI).
•  Track campaign results, monitor Key Performance Indicators (KPIs) such as impressions, clicks, conversions, and engagement rates to evaluate the success of your ads. 

By analyzing this data, you can make data-driven decisions to optimize your ad campaigns and achieve better results.

Building relationships and using X as a customer touchpoint

Respond to comments, share user-generated content, run polls, and join industry conversations. This will help you foster genuine connections and build long-lasting relationships with your audience.

X is also an excellent platform for customer service, with 85% of small and medium-sized businesses using it to provide support. Addressing customer concerns can boost satisfaction levels and strengthen your brand’s reputation.

Experimenting with different content types for better engagement

Not everyone will resonate with the same content. Diversifying your content helps you discover what resonates most with your followers, enabling you to fine-tune your strategy for maximum impact.

• Images and videos: As discussed, experiment with different visual formats, such as photos, X cards, infographics, GIFs, and videos, to capture your audience’s attention.
•  Polls and questions: Engage your audience by creating polls and asking questions. These interactive content types encourage followers to share their opinions and provide valuable insights for your brand.
• Curated content: Share relevant articles, news, and other content from industry influencers and experts to position your brand as a valuable source of information for your audience.
• Behind-the-scenes content: Give your followers a glimpse into your brand’s inner workings by sharing behind-the-scenes photos, videos, or stories. This fosters a sense of authenticity and connection with your audience.
• User-generated content (UGC): Encourage your followers to create and share content related to your brand. Showcasing UGC increases engagement and strengthens your brand’s credibility and trustworthiness.
•  Contests and giveaways: Boost engagement and incentivize audience participation by running contests, giveaways, or sweepstakes on your X account.
•  Educational content: Share tips, how-to guides, marketing and content distribution checklists,  and industry insights to establish your brand as a knowledgeable resource in your niche.

How AI Can Help with Content Distribution on X?

Content distribution on social media platforms is exciting, but it can soon feel overwhelming to execute your social media plans.

That’s because brainstorming, creating content from scratch, and repurposing content take a lot of time. Additionally, you need to post the tweets right on time to get maximum engagement.

This is where AI-powered tools like Distribution AI come in.

Distribution AI can offload a lot of content creation and scheduling work. It repurposes long-form content such as your existing blog posts, videos, and podcasts to generate multiple social media posts in different formats—aligned with your brand’s voice. You can create text posts, infographics, quote images, for all social media channels and even LinkedIn carousels.

Here’s how it helps:

• Repurpose content assets to create different types of posts for X and other social media platforms.
• Generate multiple posts, campaign copies, and perform A/B tests to identify the versions that work best.
•  Schedule posts across social media channels to maintain consistent posting scheduling.
• Analyze top-performing content, engagement, likes, and click-through rates to refine your social media marketing strategy.

In short, if you’ve Distribution AI in your tech stack, you can create content once and distribute forever. It will help you execute and scale content distribution strategy seamlessly.

Are You Getting Started With X Distribution?

Marketing your content on X doesn’t have to be complicated. However, simply pressing publish and hoping won’t work either. Post content that fits the platform, join conversations that matter, use ads and distribution tactics  when you need extra reach. The key is to show up consistently with content people actually resonate with.

If you want help staying on track, tools like Distribution AI can make the job easier. It can help you with creating content from scratch, repurposing blog posts and videos, scheduling posts, and analyzing content performance to refine your strategy.

Want to learn more about Distribution AI?