Should you stay or should you go? We look at the key considerations for brands thinking of leaving X.
It’s no secret that X is changing, and not all of the changes happening on the platform are well received. Both individual users and brands have been searching for Twitter alternatives, leading to surges in user numbers for platforms like BlueSky and Mastodon.
So, what should your creative brand be doing? Double down on X, or find new channels to devote your efforts elsewhere? Let’s learn more about the future of your social efforts and look at some of the best Twitter alternatives to consider.
Should you leave X? Key considerations for brands
The platform formerly known as Twitter has undergone seismic shifts since Elon Musk’s acquisition. After rebranding to X, adding paid verification, and dramatically changing its API access, it now looks vastly different.
Major brands like Apple, Disney, and IBM scaled back their presence or paused advertising amid a well-documented rise in hate speech on the platform. Meanwhile, engagement patterns have shifted, with some creators reporting significant drops in reach and interaction, and X’s user base is forecast to keep declining in 2025.
However, leaving is not a simple decision if your brand has been building a presence on X for years and has thousands of followers. Here are some things to consider before you start making a transition plan.
1. Audience & engagement
- Where is your audience? Leaving might impact visibility and interaction if a significant portion of your customers or community actively engages on X.
- Engagement metrics: Assess whether your posts are still generating meaningful engagement or if interaction levels have dropped.
- Alternatives: Are your followers migrating to platforms like Threads, LinkedIn, Bluesky, or Mastodon? If so, transitioning could make sense.
2. Brand reputation & values
- Platform environment: Does X’s current direction align with your brand values? Will staying (or leaving) impact how customers and stakeholders view your brand?
- Competitor activity: Have similar brands in your industry left X, and how has it affected them?
3. Business & marketing impact
- Customer service needs: Many brands use X for real-time customer support. If you leave, will customers still have an easy way to reach you?
- Advertising ROI: If your brand runs paid ads on X, use the platform’s analytics to evaluate the cost-effectiveness and return on investment compared to other platforms.
- Traffic & sales impact: Check referral traffic from X in your website analytics. Leaving may not be a significant loss if it drives little to no business.
4. Exit strategies
- Gradual phase-out: Instead of an abrupt exit, consider scaling back activity and monitoring the impact.
- Redirect followers: If you do leave, encourage followers to connect on other platforms or sign up for email newsletters so that you don’t lose touch.
- Reactivation potential: If X undergoes positive changes in the future, leaving without deleting your account gives you the option to return.
The closest alternatives to Twitter
When X’s changes left many creators looking for alternatives, several platforms filled the void. Let’s explore the best Twitter alternatives and see how they stack up for creative professionals and brands.
Threads: Meta’s growing alternative to X
If you’re already using Instagram to showcase your work, Threads might be the most straightforward alternative to X for you to embrace. The platform connects directly with your Instagram account, so you can bring your existing followers along. Many creators find this built-in audience a considerable advantage when trying something new.
Since its launch, Threads has taken a different approach than X. The platform aims for more friendly discussions and less drama. And it seems to work; many creators say they’re finding better conversations and more supportive communities on Threads.
BlueSky: The decentralized option
Unlike X’s algorithm-heavy approach, BlueSky shows posts in chronological order. This transparency means your content reaches followers when you post it, not when an algorithm decides to show it.
The platform’s decentralized nature means you maintain more control over your content. If you ever want to leave BlueSky, you can take your content and followers with you. BlueSky marketing efforts are still in their infancy, but it’s a huge advantage.
Mastodon: Community-driven engagement
Each Mastodon server (or “instance”) operates independently but connects to the more extensive network. This means you can join a design-focused server while reaching users across the platform.
Mastodon’s open-source nature means no sudden platform changes will disrupt your strategy. You’re not at the mercy of algorithmic shifts or unexpected feature removals. But it can also be a bit confusing to navigate, given the nature of separate servers.
Visual-first alternatives to Twitter
In light of recent trends in digital marketing, the best Twitter alternatives might be platforms that prioritize visual content. As attention spans shrink and visual content consumption grows, these platforms offer potent opportunities for creative professionals.
Instagram: The creative portfolio powerhouse
Instagram has evolved far beyond its photo-sharing roots. With features like Reels, Stories, and detailed Guides, it’s become an essential platform for showcasing creative work. The platform’s emphasis on visual storytelling makes it particularly valuable for creative, design-focused brands.
Instagram’s recent focus on creator tools has made building and monetizing a following easier than ever. Features like “Add Yours” stickers and collaborative posts help you extend your reach beyond your immediate network.
TikTok: Where brands go viral
TikTok isn’t just for dance trends anymore. It’s become one of the best ways for creators to reach new audiences, thanks to an algorithm that matches your content with people who’ll love it. Even if you’re starting from zero followers, your work can reach the right viewers.
The key to success on TikTok? Keep it real. Brands are growing their following by showing their creative process, sharing quick tips, and letting their personality shine through. You don’t need fancy production values. In fact, authentic, behind-the-scenes content often performs better than polished videos. Many creators find their most popular posts are the ones that show how they work or teach others what they know.
Formats you may not have considered as Twitter alternatives
While many creators focus on finding a direct X replacement, some of the most effective options aren’t traditional social networks. These platforms offer unique opportunities to build deeper connections with your audience in ways that X never could.
Substack’s newsletter revolution
Substack lets you turn your creative expertise into a newsletter that people will pay for. It’s simple to set up, handles all the payment details, and lets you focus on sharing your best work and ideas. Think of it as your mini-magazine where fans can subscribe to get your insights directly in their inbox.
Creators are using Substack cleverly to grow their businesses. They’re sharing detailed looks at their creative process, diving deep into industry trends, and giving subscribers exclusive behind-the-scenes content. Best of all, you’re writing for people who care enough about your work to pay for it—no algorithm required.
Discord’s community-first approach
Discord offers a different way to connect with your audience. Unlike regular social media, where you just post updates, Discord lets you chat with your followers in real time. It’s more like having a busy creative studio where people can drop by, chat, and see what you’re working on.
The platform makes it easy to grow an active community around your work. You can get quick project feedback, share behind-the-scenes content, and give special access to your biggest supporters. From live Q&As to group workshops, Discord helps turn casual followers into an engaged community that cheers on your success.
YouTube’s evergreen advantage
YouTube is a go-to platform for brands, with massive audience potential and lots of options for quick Shorts and regular videos. YouTube’s search tools make it easy to track your content’s performance and find new viewers.
It’s great for showing your creative process, teaching skills, or brand growth. While videos take longer to make than social posts, they last longer, too—people can discover your content months or even years later. Stay on top of the latest video marketing trends to ensure your work resonates with today’s viewers.
LinkedIn gives a professional edge
LinkedIn isn’t just for job hunting anymore. It’s where creative pros can share their work and connect with potential clients, primarily if you work with businesses. You can think of it as a portfolio that gets seen by people ready to hire.
The best thing about LinkedIn is who sees your work. Your posts reach business owners and decision-makers who are looking for creative talent. When people browse LinkedIn, they’re in work mode. That means they’re more likely to engage with your content and reach out about opportunities. Learn how to stand out on LinkedIn.
How to decide whether your brand should stay or leave X
As we’ve explored the best alternatives to X, one thing becomes clear: the future of social media isn’t on a single platform.
Instead, success lies in thoughtfully building a presence across multiple networks. Let’s explore creating a sustainable multi-platform strategy for your creative business.
Platform alignment
Choose platforms that match your content style and audience needs. If your brand is highly visual, lean into Instagram and Threads. If you value deep community engagement, explore Mastodon or Discord.
Understanding your audience’s platform preferences is crucial.
For instance, a UX design studio might find its potential clients more active on LinkedIn and BlueSky. For designers and creative agencies, Instagram and TikTok might drive more engagement. The key is to be selective and intentional about where you invest your time.
Content adaptation
Avoid the temptation to cross-post identical content everywhere. Each platform has its own culture and best practices. Take time to understand these nuances and create platform-specific content that resonates.
Consider how your content can be optimized for each platform’s unique features. A detailed case study might work best as a Twitter thread, while the same content could shine as images in an Instagram carousel. This approach takes more time but typically generates better results than one-size-fits-all posting.
Resource management
You don’t need to be everywhere. Start with one or two platforms where your target audience is most active. Then, expand thoughtfully based on results and available resources.
Think of your social media presence as a portfolio of investments. Start small, measure what works, and gradually expand your presence based on concrete results. Use analytics tools to track engagement and adjust your strategy accordingly. Remember, consistency on two platforms is better than sporadic posting across five. If you’re worried about the time commitment, you can use content batching to make it more manageable.
What platforms should you focus on?
Change is the only constant in the world of social media. That’s precisely why building a flexible, multi-platform strategy is so crucial. Whether you stay on X or focus your marketing efforts on some popular Twitter alternatives, the key is creating meaningful connections with your audience. Remember that your social media strategy should evolve with your business. Regularly audit your social media presence to find where your time and energy are best spent.
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