X for Business: Features, How to Get Started & Grow

If you’ve overlooked X for business as a serious marketing channel because you thought X (formerly Twitter) was just for trending memes and breaking news, it might be time to give it another look.

Why? Because as of early 2025, X has 586 million monthly active users, making it the 14th most popular social media and messaging platform in the world. And unlike many other platforms, X thrives on real-time conversations, giving brands a unique chance to reach engaged audiences when it matters most.

It’s a massive opportunity to connect, sell, and grow your brand, but to unlock that potential, you’ll need to learn how to use X for business. That’s where this guide come! We’ll walk you through: 

• Understand every aspect of X for business
• Learn how to create X business account
• Best practices to grow your X for business
• and real examples from famous brands

Let’s dive in! 

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What Is X for Business?

X for business (formerly known as Twitter for business) is a set of tools and features that help businesses, brands, creators, and publishers grow their presence and connect with their audience on X.

Key features of X business account

When you create an X business account, you unlock access to a bunch of business-friendly features like: 

• Professional home: This is your centralized dashboard on X, where you can track account analytics, discover new product offerings, explore monetization options, and access resources to help you optimize your presence.
• Professional category: Allows businesses to label their account type on their profile, making it easier for users to understand what they offer.
• Profile spotlights: Spotlights are one of the coolest features exclusive to X for business. They let you highlight key information directly on your profile with options like location spotlight, shop spotlight, mobile app spotlight, and link spotlight.
• X shopping: This is a suite of tools that lets businesses sell products directly through their X profiles.
• X ads and quick promote: X for business account gives you access to full advertising capabilities, from full-blown ad campaigns to quick promote options for boosting individual tweets. 
• Spotlight configuration page (SCP): If you’re unsure which spotlight is right for your business, SCP can help you choose and customize the right profile spotlight based on your goals and offerings.

Who should use X for business

Here’s a closer look at who should seriously think about building their presence on X, so that you can determine whether it’s worth investing more effort into this platform.

• Personal brands: If you’re a coach, creator, consultant, or public figure, X is a powerful platform for growing a personal brand. It’s built around real-time conversation, meaning you have a golden opportunity to engage 1:1 with followers, answer questions, and position yourself as an expert in your field. You can join trending discussions in your niche, share quick insights, and build authentic connections without needing a massive ad budget.
• Commerce companies: X for business can be a powerful sales and customer service channel if you are selling physical or digital products. Commerce brands can promote products, announce special offers, and drive traffic to their online stores. At the same time, they can use X as a customer service tool, quickly responding to inquiries, handling issues, and building public goodwill.
• Media companies: X is where breaking news happens first. If your business involves publishing news, commentary, analysis, or trend updates, X is a must-have platform. It’s one of the few places where speed, relevance, and real-time conversation win over heavily produced visuals. For media companies, X offers a direct line to readers who are hungry for up-to-the-minute information.
• B2B businesses: If you’re a B2B service provider, X can be your conversation starter. Many professionals, founders, and decision-makers hang out on X, discussing industry trends, technology, and leadership insights. B2B brands can use X to build thought leadership, promote content like case studies and blogs, and engage directly with potential customers and partners in a more casual, accessible way than on traditional platforms like LinkedIn.

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How to Create X for Business Account 

The very first step in learning how to use X for business is to have an X for business account. 

1. Create a personal X account

If you don’t already have a personal X account, start by signing up at twitter.com/i/flow/signup. 

You can choose to sign up with your Google account or Apple account.

2. Go to your profile and select ‘Edit profile’

Once you’re logged in, head to your profile page and click on the ‘Edit profile’ button. 

This is where you’ll start customizing your account for professional use.

3. Click on ‘Switch to professional’ 

Under your profile settings, you’ll see an option that says ‘Switch to professional’. Click on it to start the process of turning your personal account into a business account.

4. Add your business description 

You’ll be prompted to add a short description (maximum 160 characters) that tells visitors what your business is about.

Keep it clear, concise, and relevant to what you offer.

5. Select a category that best describes your business

Next, choose a category that matches your business or brand. This category will appear publicly on your profile.

We recommend that, whether you’re a local shop, a media company, or an online store, pick the one that best reflects what you do. 

6. Choose ‘Business’ as your account type

Next, X will ask you to select your account type. Choose ‘Business’ (instead of ‘Creator’) if you’re representing a company, brand, store, or service.

7. Set up your profile

Now it’s time to polish up your profile. A complete, professional-looking profile builds trust and makes your business look more credible.

Make sure to:

• Upload a high-quality profile picture (recommended dimensions are 400×400 pixels)
• Include a link to your website or online store
• Add a header image that highlights your brand or current promotions (recommended dimensions are 1500×500 pixels)
• Insert your location so that customers can easily find you
• Include your website address to let audiences learn more about you 

8. Integrate with essential tools

Once you’ve set up your X for business account, connect it with X’s business tools to grow your presence and start advertising effectively:

• Professional home to track performance and access ad products
• Profile spotlights to highlight key links, store info, or app downloads
• X ads manager to run and manage ad campaigns
• Shopping features if you’re selling products directly through X

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How to Use X for Business: Best Practices to Grow 

Want to grow your X for business account like a pro? We’ve gathered a collection of proven tips and insights from successful brands tol help you turn your X presence into a powerful business tool.

1. Create valuable and engaging content

Now that you’ve got your X Business Account set up, it’s time to do what really matters, posting content that people actually want to see.

People on X have a lot competing for their attention. If your posts don’t stand out, they’ll just get lost in the scroll. That’s why being strategic, interesting, and relatable with your content is so important.

Here are some types of content that you can experiment with:

• Ask questions: Questions are a simple but powerful way to spark real conversations. You can post simple questions, get your audience talking and give you valuable feedback at the same time.

• Motivational quotes: Posting motivational quotes that align with your brand’s voice can uplift your audience and create a positive emotional connection. It also shows that your brand stands for something more than just selling products.
• Brand announcements: When your business got something exciting happening, you can shout it out on your X for business. Announcements build excitement and make your followers feel like insiders.
• Industry news & updates: Turn your X business account into a valuable resource by posting updates about your industry. Share important news or trends in your field. When you keep your audience in the know, they’ll start to see you as a go-to resource.
• Products and services: As you’re selling something, you can share what you offer on X. For example, quick demos, cool features, or new arrivals. Just keep it natural, not pushy.
• User-generated content: Seeing actual customers talk about your product or service builds trust and shows real people loving what you offer. You should share photos, reviews, or testimonials from real customers, which shows social proof. 
• Blog posts & articles: If you’re creating longer-form content elsewhere, like blog posts, guides, or case studies, don’t forget to share it on X! Post a short, attention-grabbing teaser with a link back to your site to drive traffic while offering extra value to your followers.
• Promo codes or flash sales: Everyone loves a good deal. Drop limited-time promo codes or flash sale alerts to create urgency and get quick conversions.
• Trending topics & tips: Stay relevant by jumping into trending conversations that fit your brand. You can share a viral meme, a breaking story, or a trending hashtag, participating keeps you visible. You can also balance this out by sharing practical tips or how-tos related to your products or services to show off your expertise
• Visual content (images, GIFs, videos, memes): Words are powerful, but visuals are magnetic. Share bold images, fun GIFs, informative videos, or even clever memes to grab attention and encourage shares. The more visually appealing your posts are, the more likely they are to stop the scroll.

Content is king, but posting consistently is vital. A good starting point is 1 – 3 posts per day. This keeps your account active and visible without overwhelming your audience or sacrificing post quality.

Also, the best times to post are generally early mornings, lunchtime (around noon), and early evenings, when people are checking their feeds before and after work or during breaks.

Midweek days (Tuesday, Wednesday, Thursday) tend to have higher engagement rates compared to weekends. However, always keep an eye on your own analytics, because your ideal posting times might vary depending on your audience’s habits.

2. Engage actively with your audience

Building a strong presence on X isn’t just about posting great content, it’s also about starting conversations and making real connections. 

Engagement is key. When someone mentions your brand, comments on your posts, or tags you, make it a point to respond promptly. Even a simple “Thank you” or a thoughtful reply can go a long way toward making your audience feel seen and valued.

To make your responses feel more personal and genuine, tag users by name in your replies whenever possible. A personalized reply feels much more human than a generic thank-you, and it can turn casual followers into loyal fans.

You can also initiate conversations. Ask open-ended questions related to your industry or audience interests. For example, if you’re a fashion brand, you might tweet: “What’s your go-to style essential for fall?” and encourage users to share their answers. 

What’s more, adding dedicated calls-to-action like “Share your story,” “Tag a friend who needs to see this,” or “Vote in our poll!” can inspire your audience to jump into the conversation and increase your overall engagement rates.

2. Leverage Twitter for business’s built-in tools

One of the best parts about having an X for business account is that you get access to a whole set of built-in tools that are designed to make growing your business easier.

Imagine you own a local clothing boutique. With X for business, you could use the shop spotlight to display your latest seasonal collection right on your profile, putting your newest arrivals front and center for everyone to see. At the same time, you could set up a location spotlight to showcase your store’s address, business hours, and a direct link to map directions, making it easy for customers to find you and visit in person.

On top of that, by setting up X shopping features, you can build a full product catalog on your profile, allowing people click through and buy directly from your storefront without ever leaving X.  It streamlines the entire customer journey from discovery to checkout, giving your boutique a major boost in visibility and sales, all from one place.

4. Advertise your business on X

Another effective way to grow your brand when learning how to use X for business is advertising on X. 

X provides powerful advantages for businesses aiming to expand their reach strategically, especially on a budget. With one of the lowest average CPCs ($0.25) and CPMs ($6.46) in the industry (compared to Facebook’s average CPC of around $0.70), X is a highly cost-effective choice for advertisers looking to achieve broad visibility at a lower cost.

The platform also offers a diverse range of ad formats and campaign types, designed to meet different marketing goals. Whether you’re aiming to build brand awareness, drive website traffic, increase app installs, or boost sales, X has a solution that fits your needs.

Some popular ad formats include:

• Promoted ads
• Vertical video ads
• X amplify
• X takeovers
• Dynamic product ads
• Collection ads

Each offers unique ways to engage your audience and drive meaningful results.

What’s more, X ads are surprisingly affordable, especially for small businesses and startups. Unlike traditional advertising channels that often require big upfront commitments, X operates on a bidding system. That means you stay in control of your spend and only pay when someone takes a specific action, like clicking a link, following your account, or watching your video.

If you want a clear, step-by-step guide, we’ve got you covered. Check out our full blog post dedicated to explaining everything you need to know about how to advertise on X, from setting up your first campaign to choosing the best ad format for your business goals.

5. Measure, analyze, and adjust your X performance 

Once your X for business strategy is in motion, don’t just set it and forget it. Tracking your performance is key to real growth. Use tools like X analytics and professional home to measure how your posts, ads, and overall account are performing.

When analyzing your X performance, there are various metrics to focus on:

• Impressions
• Engagement
• Engagement rate
• Profile visits
• Follower growth
• Link clicks
• Video views

See what’s working and what’s not.

• Are your posts driving traffic?
• Are your ads reaching the right audience?
• Are your followers engaging with your content?

Then, double down on the content types and topics that resonate most with your audience. Refine your targeting if your ads aren’t hitting the mark. Test new formats if engagement starts to dip.

6. Stay updated with platform changes

X moves fast, and if you want to stay competitive, you need to move with it. New features, advertising tools, algorithm updates, and policy changes can roll out at any time. What worked a few months ago might not deliver the same results today.

That’s why it’s so important to stay in the loop. Follow X’s official blogs, subscribe to platform update newsletters, and keep an eye on announcements from X leadership. Also, you should follow marketing communities and social media news outlets that break down changes in simple, actionable ways.

By staying updated, you can adapt your strategy quickly, test new features early (giving you a potential edge over competitors), and make sure your campaigns are always aligned with the latest best practices. Plus, when you understand what’s new and how users are reacting, you can create content that feels fresh, timely, and relevant.

7. Get verified

In today’s world of bots, spam accounts, and endless fake news, that little checkmark on X means way more than just bragging rights. It’s a powerful symbol of trust. 

On X, the checkmark shows that your account has an active X premium subscription and meets the platform’s eligibility requirements. Getting verified doesn’t just make you look official, it can also boost your engagement rates. People are more likely to follow, reply to, and share content from verified accounts simply because they feel more confident interacting with real, credible profiles. In a feed full of noise, that little check can make all the difference.

2 main types of X verified checkmarks: 

• Blue checkmark: This shows that an account has an active X premium subscription and meets basic eligibility requirements. It can belong to an individual or an organization, but no manual review is done for notable or authentic status like in the past.
• Gold checkmark: The gold checkmark, along with a square profile picture, indicates that the account is part of verified organizations, meaning it’s officially recognized as a business or institution on X.

To get verified on X, you’ll need to subscribe to X premium or ensure your subscription is active. Premium plans start at $8 per month.

If you have more than 2,500 verified subscribers, you’ll automatically gain access to premium features for free. And if you reach over 5,000 verified subscribers, you’ll qualify for X premium+ at no cost.

Once you meet these requirements, the X team will review your account for verification. If everything meets their standards, you’ll be awarded the checkmark.

It’s a smart move if you’re using X to drive traffic, build brand authority, or grow a community around your business. Of course, no magic badge will replace the need for consistent effort, you’ll still need to post great content, engage authentically, and stay active to build real momentum.

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Case Studies: Real Success Stories Using X for Business

Let’s take a look at a few success stories with X for business and see what you can learn from them.

• Samsung 

Samsung, a global tech leader, promoting its flagship smartphone Galaxy S24 Ultra.

Objective: Increase engagement and drive high-quality website traffic using immersive video formats.

How they utilized X:

• Ran Vertical Video Ads with a strong “Learn More” CTA
• Prioritized full-screen storytelling for visual impact
• Leveraged IAS pre-screened inventory for brand-safe placements

Result:

• 26.7% engagement rate (vs. 0.4% for standard videos)
• $0.01 cost per engagement (vs. $0.45)
• 100% brand suitability across measured campaigns

• Range Rover Sport

Range Rover Sport, a premium SUV by Jaguar Land Rover (JLR), known for combining luxury with performance.

Objective: Increase test drive interest and drive high-quality leads at a lower acquisition cost.

How they utilized X:

• Used X’s Audience Manager for first-party data retargeting
• Engaged past website visitors and owners
• Applied geo-targeting
• Ran Single Image Ads for precision reach

Result:

• 21% increase in lead quality
• 2.5% lower cost per lead
• 14.6M impressions

• La Roche-Posay

La Roche-Posay, a top skincare brand in Colombia, focused on promoting sun protection to a young audience.

Objective: Raise awareness about sunscreen use, promote Anthelios, and build brand engagement during the festival.

How they utilized X:

• Sponsored Trend with #CuidateDelSolEnELFEP
• Hashfetti activation for interactive fun
• Carousel, Poll, and Video Card ads
• Pre- and post-festival campaign timeline for extended reach

Result:

• 39.5M impressions
• 4.8M unique users reached
• $0.71 CPM
• Strong boost in brand visibility and engagement

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X for Business – FAQs 

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Final Thoughts

Getting started with X for business can open up huge opportunities, from building brand trust to reaching new customers and even selling products directly from your profile. With the right setup, smart use of built-in tools, and a strong content strategy, X can easily become one of the most powerful parts of your marketing mix.

And if you’re selling products online, don’t forget: having a well-optimized product feed can make a huge difference. LitCommerce product feed management tool helps you easily seamlessly import product data from Shopify, Wix, WooCommerce, etc. to your X ads manager, so you can maximize your reach and boost sales without the hassle.

Want even more tips on growing your business across marketplaces and social media? Check out our blog. It’s packed with free guides, expert tips, and step-by-step tutorials.