X, formerly known as Twitter, is a social media platform built around short-form public posts. Rebranded in 2023, it retains a following in real-time news, public commentary, and niche professional communities. For businesses, X offers organic posting, paid advertising through X Ads, and direct messaging as primary tools.
What is X and how is it used for business?
X is primarily a text-based platform, with posts limited to 280 characters for standard accounts and longer for subscribers. Businesses use it to share updates, respond to customers, participate in industry conversations, and run paid campaigns targeting users by keyword, interest, or follower type. X tends to perform better for brands in sectors where real-time conversation has value, such as news, finance, and technology, and less well for visually driven consumer brands where Instagram or TikTok are stronger. In Thailand, X has a smaller active user base than Facebook, Instagram, or LINE, though it maintains communities in entertainment, gaming, and current affairs.
How do you create a business profile on X?
- Go to x.com and click Sign Up. Use a business email address rather than a personal one.
- Enter your business name as the display name and choose a username (@handle) that matches your brand as closely as possible.
- Add a profile photo (your logo, ideally 400x400px) and a header image (1500x500px) that reflects your brand visually.
- Write a bio of up to 160 characters describing what your business does, and add your location and website URL.
- To access advanced business features and add a verification checkmark, consider subscribing to X Premium or X Verified for Organisations.
What should a business post on X?
Effective content on X for businesses typically includes:
- Industry news, commentary, or insights relevant to your audience
- Short-form announcements about products, services, or company updates
- Replies and responses to customer mentions or questions
- Thread-style posts that expand on a single topic across multiple connected posts
- Reposts of positive coverage, client mentions, or relevant industry content
Is X worth using for businesses in Thailand?
X's audience in Thailand skews younger and more urban, with active communities around entertainment, gaming, and current affairs. For B2C brands targeting these demographics, X can be a useful supplementary platform. For most B2B businesses or those targeting mainstream Thai consumers, budget and effort are better invested in Facebook, Instagram, or LINE first. If a business already has an active presence on those platforms and is looking to extend reach or engage English-speaking and international audiences, X may be worth testing with a defined content approach and clear goals.
Once your business profile is set up, you can also promote posts and run campaigns through X (Twitter) advertising.