Why Twitter X is still relevant for companies

Many marketing teams removed X from their plans after the renaming. This is a mistake – at least for certain industries and targets. X is still the platform on which journalists, analysts, politicians and industry experts communicate in real time. Those who are present there are involved in debates even before they reach other channels.

Twitter X vs. LinkedIn vs. threads: Which platform suits which goal?

Before building a strategy on X, it is worth making an honest comparison of the three platforms that are currently most discussed in the B2B context:

For most companies, this is not an either-or situation, but a clear division of roles: X takes care of real-time communication and media relations, LinkedIn takes care of thought leadership content and lead generation, Threads takes care of experimental outreach in the early-adopter segment.

Building the right X strategy for your company

Success on Twitter X is not a product of chance. Those who use the platform strategically follow a clear framework – from positioning to frequency.

Step 1: Determine positioning

What is the one perspective you want your company to stand for on X? Industry commentary, product news, customer service or thought leadership – if you want to be all of these at the same time, you’ll be none of them. Define a clear content focus and keep it consistent.

Step 2: Posting rhythm and formats

X rewards regularity more than perfection. Studies show that accounts that post daily have an average of 3.5× more follower growth than those that are sporadically active. The strongest formats for companies:

• Threads: 5-15 posts that explore a topic in depth – the most powerful organic reach on X
• Polls: For market research and engagement with minimal effort
• X Spaces: live audio discussions with experts, ideal for community building
• Quote Posts: Own perspective on industry news – fast, relevant and highly visible
• Short Video: Under 60 seconds, uploaded directly – no link to YouTube or Vimeo

Step 3: Actively build a community

Followers on X are not created through broadcasting, but through interaction. Consistently comment on posts by industry experts, reply to users who discuss your topics and build real relationships with journalists and multipliers. A like algorithm like on Instagram hardly exists on X – visibility comes from conversations.

Agency tip: Plan 20 minutes a day for active community management on X – not for your own posts, but exclusively for comments and replies. After 8 weeks of consistent implementation, our customers see an average doubling of their organic reach without placing a single paid post.

X Ads: Paid strategy for companies

Twitter X Ads have had a turbulent development since 2023 – large advertisers have jumped ship, which has made the platform cheaper for remaining advertisers. CPMs on X are currently 40-60% below LinkedIn levels for comparable professional audiences in tech and finance.

The most important ad formats

• Promoted posts: standard format, ideal for reach and engagement
• Follower Ads: Targeted development of the target group
• Keyword targeting: Unique feature – show ads to users who actively post or search on specific topics
• Takeovers: Premium placements for launches and events

Keyword targeting is the strongest unique selling point of X Ads compared to LinkedIn or Meta: You reach people at the moment they are actively talking about your topic – not based on demographic characteristics or past interests. This is a highly relevant targeting option for B2B companies in niche markets.

Always keep an eye on the right KPIs – on X, it’s not likes and followers that count, but link clicks, quote requests and share of voice in relevant conversations.

Crisis management and real-time communication on X

X is the platform on which crises arise – and the only one on which you can control them in real time. No other network offers the same speed and direct communication with media, stakeholders and the public at the same time.

Professional social media crisis management starts on X with a clear response protocol: Who is speaking? In what time frame? With what tone? Companies without a defined crisis plan lose an average of 72 hours on X before they are able to act – during this time, the public takes over the framing.

Dos and don’ts in the crisis

• Do: Make a statement early on, even if not all the facts are available yet – silence is interpreted as an admission of guilt
• Do: Post regular updates as long as the situation is ongoing
• Do: Reply directly to journalist requests on X – publicly visible
• Don’t: Sounding defensive or legalistic – kills sympathy in seconds
• Don’t: Delete threads or comments – screenshots always exist
• Don’t: Hand over account management to someone without crisis training

Monitoring, analytics and performance measurement on X

X natively offers a solid analytics dashboard at analytics.twitter.com. For professional social media monitoring, this is sufficient for most companies – supplemented by external tools for competitor monitoring and share of voice.

The most important X-metrics for companies

• Impressions: How often your content is viewed – important for reach benchmarking
• Engagement rate: Likes + retweets + replies / impressions – quality indicator
• Link Clicks: Direct performance indicator for traffic targets
• Mentions and share of voice: how often your brand is mentioned in relevant conversations
• Follower quality: Who follows you? Journalists, decision-makers, bots?

Connect X analytics to your overarching KPI structure – platform metrics alone won’t tell you if X is contributing to business goals. Use UTM parameters consistently for all links you share on X.

For a structured Twitter X strategy with professional support, we support you as an agency – from positioning to daily implementation.

Frequently asked questions about Twitter X Marketing

More on the topic: Threads marketing – Snapchat marketing – Organic reach – Twitch marketing – Platforms 2026

Related articles

• Twitter X Agency – Professional support for companies
• Threads Marketing for companies: Strategy and tips
• Social media KPIs: What really counts for companies
• LinkedIn Thought Leadership: Strategy for companies
• Social media crisis management for companies

4K Stogram: Instagram Tool Test

Case: You manage several accounts with your advertising agency or as a social media manager, of yourself or of clients, and accordingly you may also have to ensure that the data (photos, videos and stories) are backed up. The Instagram tool automatically backs up all your content.

Case: You want to build reach on Instagram and always need fresh content for your social media manager: ideas, trends on certain topics and of course your own competition. Subscribe to certain hashtags and users and collect so always, all new (and existing) content. These are now clearly visible in one interface.

• 4k Stogram

Advantages: File backup, trends and ideas

The Instagram tool brings many advantages with it, which we will also present to you in detail. Here is a brief overview of the most important advantages of the Instagram tool.

• Data backup (photo, video and story)
• Topics analysis (users, hashtags)
• Creative Arts and Content Ideas
• Trend Topics Scouting
• Multi channel management

Back up data with Stogram

With 4k Stogram’s new software, you can easily store and archive your content. Even better, the software saves and archives the content for you completely automatically.

Back up files? Why?

Has your channel ever been hacked? As an agency, we have received many emails from shocked users whose accounts have been hacked. All gone! We can’t go into detail here, but from football stars on Instagram to musicians on YouTube, there have been some interesting cases.

The basic function deals with the fact that you can follow different channels but also hashtags, the software constantly checks whether new content is available, in the form of photos, videos but also stories. Any new media that is now published is immediately saved. Should you have the care of many Instagram channels, you can so easily worry about data backup.

• File backup
• Automatic adjustment and download
• Subscribing users
• Subscribe to hashtags

Content Creation with Stogram

The tools can also be used for content creation. For example, you can follow a certain topic (hashtag), so this could be the topic “interior”, more precisely “Fendi”, “Bugatti”, many other brands.

The software automatically saves all photos and videos and your content manager has direct access from his local computer. This way, you can view the various contents directly in a folder and don’t have to search for individual hashtags in the Instagram app and swipe throughh the archive.

Recognize trends

With this new tool you have a digital social media manager working for you all the time. Even on weekends or holidays when no one is in the office, data is backed up but also new content is saved, e.g. for your creative arts manager.

So you can locally on the computer, with one look, hundreds, compiled photos (multiple hashtags and channels). The evaluation is extremely fast and frequently recurring elements (possibly new trends) are quickly seen and recognized.

Once again, here’s an overview of the key benefits of Instagram software. Advantages for:

• Data backup (photo, video and story)
• Topics analysis (users, hashtags)
• Creative Arts and Content Ideas
• Trend Topics Scouting
• Multi channel management

Instruction

Here we want to give you a little insight, so you don’t have to buy the software directly and can already get a little insight.

Download and registration

First, you need to download the Instagram tool. 4K Stogram is available for all platforms, PC, macOS and Linux.

• 4k Stogram

The basic function is simple, subscribe to individual channels or hashtags to follow specific topics.

Media overview: photos, videos, stories

Your topic fields are only clearly displayed, stored and archived.

In the example, you can see the channel of a modeling agency, with a view of their own Instagram channel.

You can read out different contents, photos and videos. As you will see in a moment, you can also output these in lists.

Of course, all stories and highlights are registered automatically. Not only from your own channel as in this example, but also from other channels and topics that you follow.

File Export: List

You can view all saved photos, videos and stories in the software but also download them as a CSV table. This is the result of the media collection:

Pros: Test result

This was our look at 4k Stogram. Analyze topics based on hashtags, users or competitors. Ideas and inspiration for social media managers. Back up photos, videos and stories.

Once again, here’s an overview of the key benefits of Instagram software. Advantages for:

• Data backup (photo, video and story)
• Topics analysis (users, hashtags)
• Creative Arts and Content Ideas
• Trend Topics Scouting
• Multi channel management

Click here to go directly to 4k Stogram:

• 4k Stogram

Instagram Check: New from Combin

Combin’s new Instagram account check for your Instagram channel. Especially the channel information is important for companies but also for private individuals (e.g. if they want to become an influencer). In the later InstaCheck reporting example, we show you the profile of a videographer who wants to present his work on Instagram in order to gain new customers and orders.

Check out more about the Combin InstaCheck here.

• InstaCheck (external on Combin.de)

What makes the Insta profile so important?

The profile contains the central information, but also web links and of course the own profile photo.

The profile photo determines whether your channel is clicked frequently or not. Your description ensures that potential customers become aware of your product or service. The website link then leads to conversion (newsletter subscription, online shop sale, etc).

Is your Instagram channel set up optimally?

Increase reach through attractive packaging

That Instagram plays an important role for businesses is no longer a secret. The advantages that you can draw with the app for yourself and the reach that is achievable on Instagram, was previously unthinkable. Despite this, many businesses, as well as private individuals, find it difficult to grow their account. Combin has developed a new tool that provides tips about content creation and engagement through personalized analytics tailored to the individual account. Today, we’re taking a look together at exactly what InstaCheck can do and how it will improve your Instagram account.

Analysis summarized:

• Entire Instagram Profile Review
• Analysis of content creation + content ideas
• Caption analysis
• Hashtag analysis
• Analysis of customer engagement

Report

The finished report is in English, we have translated the results of an example check for you here. The example is about a videographer who wants to present his work on Instagram in order to attract new customers and orders.

This is how your report looks exemplary:

Username

Your account’s username is clear, short, it has the subscore between your actual first and last name – all of which helps people remember you and find you more easily.

Don’Don’t forget to have the same username on all your other social media networks.

Profile photo

The overall impression is good. But, since you’re a professional photographer and videographer, I recommend you replace that picture with a higher quality picture + not selfie. Your profile photo is the first photo people judge you by, so I advise you to replace it with a higher quality photo.

First, what’s good about your avatar:

• It is rich in contrast
• He is bright
• It highlights your account in a search tab (compared to other users’ avatars)
• The background does not go well with your face
• No details and small objects

Tweaks you should make:

• No sunglasses, so face recognition is lost, this is important as new content is often only viewed for 2-3 seconds
• Minimize free space at the top, so more of the face is visible
• Higher image quality

Organic: The first look

What’s good about your bio:

• Your name in two languages
• Hashtags that match your profession and occupation
• Short clear phrases that tell people more info about you (also in two languages – that’s great!)
• Link to your website
• Contact options: direct, e-mail, telephone number

What’s missing:

• Location tag (you mentioned it here ‘Travel vlogger from Sweden’, a location tag looks elegant and more precise + helps people find you + frees up extra space in your bio for more info or hashtag)
• Call to action (CTA like “Watch more videos here”).
• The name of your company/business (only for people who associate you with your business), in addition to your real name.

Branding and channel aesthetics

Branding and aesthetics are real must-haves these days, especially on Instagram, it’s all about “looking good” here.

Why. Take a typical consumer, he or she is going through Instagram and upon “discovering” it, briefly lingers on your photo. The picture is great, or hilarious, or instantly intriguing for some other reason and the caption complements it perfectly. They tap on the username and check out your profile.

Optimize User Journey

No matter what your brand’s reason for being on Instagram, this is a pivotal moment. Every goal you can think of hinges on those few critical seconds when a user views your Instagram profile. A few quick decisions are made in that moment:

• Will they read your biography?
• Click on the link?
• Will they follow you?

All these steps depend on how your profile is designed.

Channel Information and Profile Feed

When Instagram users land on your profile, the grid of thumbnails takes up most of the screen.

Whether it is appealing to the eye or unappealing will influence the decision to access further content about you (website link) or follow your channel.

It is therefore essential to
That you schedule your Instagram feed.

To tell you the truth, I don’t have a unique
Style found in your Instagram feed. The feed consists of a lot of bright colors that do not create a harmonious picture.

But isn’t that just your trademark (landmark) as a videographer? You should…

InstaCheck

Check out more about the Combin InstaCheck here.

• InstaCheck (external on Combin.de)

Hashtag Definition, function and keyboard Assignment

Hashtags are generally used in connection with social media postings. For a contribution, photo or video, the subject area is precisely delimited. Hashtags can be described less as categorization than as catchwords.

To mark a hash tag or a word, use the hash symbol on the keyboard. The words must not be separated by spaces afterwards. For the description of a social media posting, usually 2, 3 or sometimes more hashtags are used.

• #hashtag
• #thishashtag

So, for example, a football game would have two or three hashtags of this kind #bvb #borussiadortmund. All posts posted under this hashtag are now collected and marked. So users can retrieve all media content that has been tagged with a specific hash tag.

The archiving function is the use of hashtags. A practical example could be the use of a certain brand name, but also a certain topic, like #vegan, or #restaurant, but also everything else that can be subdivided into keywords. From music festivals to fashion brands, emotions, but also actions.

When to use hashtags on Facebook, Instagram and Twitter?

As a private user one does not see the main function in the priority aspect of archiving of course in the use of Hashtags. Here it depends on being found by others. Everyone who posts on social networks is more or less looking for the public and of course has the expectation to trigger reactions with his posting. By using hashtags, other users become aware of the images. For example, if you’re on the road at the world’s most famous festival, Coachella, you’re sure to post something for your fans. But it must not only be the big influencers, also private people who are at local festivals like Rock am Ring and want to show their friends, but also other people how much they experience where. That’s why they upgrade the postings with hashtags so that they can be found by other users. Many individuals also use hash tags without special intentions, they use hash tags because everyone uses them.

In principle, it can be said that hashtags help with archiving and searching media content in social networks. From everyday topics such as travel, Instagram, to political and economic opinions on Twitter.

To find the hashtags you have to enter the desired word in the search field in the social networks. The search field can be found on Instagram, Facebook, YouTube, or Twitter at the top of the page. Depending on the social network, different options are displayed directly in the preview of the respective search. For example, if you enter the word BVB, the first channel to appear will be that of the football team, followed by the collection of hashtags and then, depending on the social network, for example groups, or other profiles with the name.

Find hash tags

Finding hashtags to specifically increase your own reach is not easy. Most start with standard text, but we wouldn’t recommend them, as they are used by millions of people. Ultimately, social networks, like search engines, are about an algorithm that tells you what’s trendy and what’s not. So if you are competing under certain hashtags against big competition, the probability that you will be found by new users is relatively low. If you do a hashtag analysis before to find out the biggest potential or chances for you, it will be reflected in the growth of the channel later on. But what exactly do chances mean at Hashtags?

If, for example, you use the theme beauty, make-up, but also other beauty products, then you should consider how accurate, or spongy their hashtags are. It becomes relatively difficult if you want to attract attention with very general hashtags, e.g. the hashtag in this area:

• #beauty

If you look at the amount of postings on that single hash tag, you’ll usually find over 100 million posts on that particular topic on the major social networks. Therefore one should look for a more exact Hashtag. If, for example, you want to stay in the range, one possibility would be to use special search terms such as the word eyeliner instead of beauty:

• #eyeliner

You can also search for other hashtags on social networks. For example, if you type the word “eyeliner” on Instagram, you will see additional suggestions with the amount of media content. From the list, you can then select or discover hash tags for which new content is posted less frequently. The less new content is posted and the less posts from your competitors get many likes and comments, the higher is your chance to increase your reach. This enables them to find keywords that are used within the community, i.e. that are also international and appealing to you as potential interested parties and consumers. So the Hashtag will be even more accurate and step-by-step developed to:

• #beautylover
• #eyeliner
• #eyelinertutorial

Find hash tags via app

The own analysis of hashtags is always more qualitative than an automatic output. Nevertheless, many rely on the use of apps when choosing their hashtags. So that we don’t leave the topic out completely, we have here again recommendations for corresponding apps for Android and iPhone.

• Find hash tag with app – 21 recommendations

Q&A on the subject of Hashtag

In our comments on YouTube, Facebook and Instagram and of course in the direct messages, we get many questions about the use of hashtags. We have collected some of the most frequently asked questions for you here, with direct, short and free answers. If you have any further questions, please feel free to send us an e-mail to the editorial office.

What does Hashtag mean in the youth language?

The shortening and shortage of communication has played an important role since the beginning of the media. When the first films appeared in the cinema, people were still warning of the consequences of the fast pictures. Newspapers often struggle to survive um´s as content on online portals and even more modern, social networks are becoming increasingly scarce and eye-catching. Communication has also changed. From the letter, for which you had to take a lot of time, to the phone call, to the e-mail and SMS and today you often send only a single emoji via Whatsapp in order to express emotions even faster. Shortage has therefore always been part of the renewal of the media world. Accordingly, hashtags have established themselves as a way of scarce content. Instead of elaborate explanations, e.g. about political climate debates, a hashtag is enough to express many things:

• #climatechange
• #fridaysforfurure

The use of hashtags is therefore not only a phenomenon, but also a meaningful effect of the scarcity of information from the point of view of media society.

For what do you use hashtags?

The basic functions of hashtags are fully summarized as described above:

• Finding information quickly
• Archive media content
• Shortage of long information

What does Hatch Teck?

mean?
Hatch Teck? In fact, several hundred people a month search Google for this question! If you have just searched for this phrase or question, the correct spelling of the word is: Hashtag.

How do I make a hashtag on Twitter?

Making a hashtag on Twitter, but also on other social networks, like Facebook, or Instagram, is not difficult. The only thing you need to do is press the hash icon on the keyboard of your computer, notebook, tablet, or smartphone. Without setting a space, add the word of your choice directly after the hash symbol. It is important not to use spaces in a hash tag. So you have to write the word in a string. This combination of hash and keyword is then automatically recognized by Twitter as a hash tag.