X is fast-moving, and its instantaneous, concise nature has lent itself to news distribution since its inception. The platform allows for rapid publication and constant updates, meaning that X for news has always been a natural fit. The best X strategy for publishers will capture an engaged, knowledgeable audience searching for information.

It does, however, come with downsides.

Let’s explore the platform’s strengths, weaknesses, and opportunities for news publishers.

The Appeal

It has traditionally been home to journalists, producers, commentators, radio, and television personalities, making it a popular place to get reactions, quotes, and breaking news.

Twitter thrives on dialogue, and the conversational structure gives the audience direct access to anchors, hosts, and other newsmakers. This can help with branding and audience engagement, helping them become invested in the personalities associated with your brand.

Additionally, the speed of the feed can make up-to-the-minute reporting easy. The platform thrives on on-the-scene reporting, allowing videos, images, and text reports as news breaks.

The Obstacles

First, saturation. There is so much news out there, and everybody is trying to be the fastest and most competitive. You have your work cut out for you to stand out on the platform. Additionally, it can be hard to find local audience on a wide open platform.

However, arguably the most significant obstacle to consuming and distributing news on X is disinformation. X for news is accessible to everyone and relies on speed. The rush to be first can cause mistakes, misunderstandings, and a quick spread of false information.

The flip side is that you’re late to the game if you take too long to verify your information and get statements. It’s hard to gain traction on a story someone else ran two hours ago — every minute matters on social media.

The platform can also open public figures to a lot of welcome and unwelcome feedback. You have a built-in audience of fact-checkers who want to find every inaccuracy, which can make stories stronger and also be embarrassing if you’re wrong. Additionally, the direct communication and the platform’s anonymity allow for abusive language and trolling.

Guidelines for using X as a publisher

The best X strategy for publishers is multifaceted. Let’s break this down into two areas: First, best practices. X can vary depending on your audience and your niche, but here are some good guidelines:

• Stay consistent. It’s really, really hard to post too much.
• Be authentic. People want insight into your brand. They want quirks, humor, and wit. You will be ignored if you read like an RSS feed of headlines.
• Engage. X is a conversation. Yes, this takes resources.
• Don’t hide behind a brand. X is most valuable when audiences connect to individuals. These relationships don’t mean your brand should not be present, but when your anchors, reporters, meteorologists, and others are out there with your brand attached to their names, you’re casting a much wider net.
• Understand your audience. You have to know who you’re talking to!
• Collaborate with power users. You’ll reach more people if you network effectively!

The tools used in a solid X strategy

Next, you need to maximize your content distribution. X offers extensive insight into the platform’s available tools.

• Live Tweet. This means covering events in real time and offering commentary and updates. You can share bits of trivia, fact-checks, and more. Debates, election night, and other events are great opportunities for this.
• Use relevant hashtags. Only 1-3, though. Please don’t overdo it.
• Visual content matters! Videos and images need to be strategic and engaging.
• Go live. Self-explanatory, but some ideas would be a Q&A with an expert, a deep dive into a current event, or live event coverage.
• Use Spaces! Audio conversations are important, and getting influential personalities to chat with you about important topics can help engage your niche audience well.
• Thread your Tweets. This is similar to a gallery or carousel on Instagram.

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