X (formerly Twitter) remains a viable B2B marketing channel in 2025, but it has been significantly deprioritised. LinkedIn now generates 80% of B2B social media leads compared to X's 12.73%, whilst conversion rates have dropped to 0.69%. For UK businesses, X should be maintained for thought leadership and real-time engagement but allocated just 15-20% of social media resources versus 65-70% for LinkedIn.
The platform formerly known as Twitter has undergone seismic changes since Elon Musk's £35 billion acquisition in October 2022. The rebrand to X, mass workforce reductions, verification system overhaul, and fundamental algorithm changes have reshaped how B2B marketers approach the platform. For UK businesses considering social media marketing strategies in 2025, understanding X's current effectiveness is essential for intelligent resource allocation.
This comprehensive guide examines X's role in B2B marketing through the lens of UK-specific data, platform algorithm changes, regulatory compliance, and practical implementation strategies. Whether you're a marketing director at a 200-person manufacturing company or head of demand generation for a professional services firm, you'll find evidence-based guidance for making strategic decisions about X's place in your marketing mix.
The transformation of Twitter into X represents more than cosmetic rebranding. For B2B marketers, three fundamental shifts define the 2025 platform reality: algorithmic prioritisation favouring engagement over external links, the commercialisation of verification through X Premium, and significant changes to content distribution mechanics.
The rebrand to X in July 2023 signalled Musk's ambition to transform the platform into an "everything app." For B2B marketers, the practical implications include a redesigned interface prioritising video content, integration of payment processing capabilities (though limited UK adoption), and the introduction of long-form content through X Premium subscriptions allowing posts up to 25,000 characters.
The verification system underwent complete restructuring. The legacy blue tick denoting authentic accounts was replaced with a tiered system: blue ticks for X Premium subscribers (£9.60/month), gold ticks for organisations (£960/month), and grey ticks for government entities. This commodification of verification has introduced credibility challenges, as paying for verification no longer correlates with authentic identity or authority.
X's algorithm underwent substantial modifications throughout 2024, with direct implications for B2B content strategy. The most consequential change: posts containing external links now receive dramatically reduced distribution. Analysis from Hootsuite demonstrates that removing external links from posts increases views by an average of 270%.
The algorithm now weights engagement actions differently: replies receive 27 times more weight than likes, video content receives 2× organic reach compared to static images, and X Premium subscribers' posts receive 4× distribution boost in "For You" feeds. For B2B marketers accustomed to sharing blog posts and gated content, this represents a fundamental strategic challenge.
Additionally, the algorithm now penalises accounts that post external links excessively. Accounts posting more than 50% external links experience throttled reach, whilst those maintaining under 20% external links maintain fuller distribution. This forces B2B marketers to reconsider X's role: is it primarily a distribution channel for content, or an engagement platform for relationship building?
When planning your inbound marketing strategy, understanding these algorithm mechanics helps you allocate resources effectively across channels that reward different content approaches.
The data tells a clear story: whilst X remains relevant for specific B2B marketing objectives, it has been substantially deprioritised relative to LinkedIn and other channels. Understanding these performance metrics enables evidence-based resource allocation rather than continuing legacy strategies by inertia.
According to HubSpot's 2024 State of Marketing report, LinkedIn now generates 80% of B2B social media leads, whilst X accounts for just 12.73%. This represents a dramatic shift from 2020, when Twitter generated approximately 32% of B2B social leads.
Conversion rates paint an equally challenging picture. Sprout Social's analysis of 2,400 B2B companies shows X delivers an average conversion rate of 0.69% from social traffic to marketing qualified leads, compared to LinkedIn's 2.74%—nearly four times higher. For context, B2B websites typically convert organic search traffic at 2.1-3.8%, meaning X underperforms even compared to cold traffic sources.
| Channel | Lead Share | Conversion Rate | Avg CPA |
|---|---|---|---|
| 80% | 2.74% | £87 | |
| X (Twitter) | 12.73% | 0.69% | £143 |
| 5.12% | 0.54% | £168 | |
| 2.15% | 0.31% | £201 |
Organic reach on X has contracted significantly. The average B2B account with 10,000 followers reaches just 2.3% of their audience with a typical post—down from 8.7% in 2020. For comparison, LinkedIn's organic reach for company pages averages 5.6% of followers.
Engagement rates vary substantially by content type. According to Demand Sage's analysis of 15,000 B2B accounts:
The dramatic underperformance of link posts reflects the algorithm changes discussed earlier. B2B marketers must fundamentally rethink X strategy: using the platform for native engagement and conversation rather than as a traffic generation tool.
Statista's UK social media research reveals that X usage amongst UK business decision-makers has declined substantially. Just 37% of UK B2B buyers report using X for professional purposes in 2025, down from 61% in 2020. LinkedIn's equivalent figure stands at 76%.
However, X maintains strength in specific UK sectors. Technology companies (SaaS, fintech, cybersecurity) report 58% of their target audience remains active on X, whilst professional services and manufacturing have seen sharper declines to 31% and 23% respectively.
Time-on-platform data shows UK professionals spend an average of 12 minutes daily on X versus 29 minutes on LinkedIn, further indicating reduced B2B engagement priority. For businesses using HubSpot to track social media attribution, these engagement duration differences directly correlate with lead quality and conversion likelihood.
Despite declining effectiveness for lead generation, X retains strategic value for specific B2B marketing objectives. The key is understanding what X does well in 2025 and allocating appropriate resources, rather than treating it as a primary demand generation channel.
X remains the strongest platform for B2B thought leadership through individual executive voices. According to Edelman's 2024 Trust Barometer, 64% of UK business decision-makers discover new industry perspectives through X compared to 41% through LinkedIn articles.
The platform's real-time nature makes it ideal for commentary on industry news, participation in professional conversations, and establishing subject matter expertise. B2B executives who post 2-3 times daily with industry insights see average follower growth of 23% annually—whilst those using X purely for company promotion see 3% growth.
Best practices for B2B thought leadership on X include: focusing on personal accounts rather than company pages (individual accounts receive 5× higher engagement), maintaining a 70/20/10 content mix (70% industry insights, 20% professional community engagement, 10% company/product mentions), and actively participating in relevant conversations through thoughtful replies rather than broadcasting.
X excels for responsive customer service and real-time engagement. Research from Highperformr shows that 67% of UK customers expect responses to X enquiries within one hour, compared to four hours for email or LinkedIn.
B2B companies using X for customer service report 31% higher customer satisfaction scores compared to those relying solely on email support. The public nature of responses also builds credibility—potential customers see how you handle issues, not just your marketing messages.
Implementing effective X customer service requires dedicated resources: monitoring mentions and hashtags in real-time, establishing clear escalation protocols for complex issues, and maintaining response time standards. Companies integrating X with their CRM through HubSpot's social monitoring tools achieve 45% faster response times and better track customer interaction history.
Given the algorithm's penalisation of external links, B2B marketers must adapt their content distribution approach. Rather than posting links directly, effective strategies include:
This approach accepts X's role as an engagement platform first, with content distribution as a secondary benefit rather than the primary objective.
When planning your social media mix, think of X as your "real-time engagement layer" and LinkedIn as your "professional credibility layer." X for conversations and customer service; LinkedIn for long-form thought leadership and lead generation. Allocate 65-70% of your social resources to LinkedIn, 15-20% to X, and 10-15% to experimentation with emerging channels.
Algorithm changes and audience behaviour shifts have altered optimal posting strategies substantially. Data-driven approaches to frequency and timing deliver significantly better results than legacy best practices.
Analysis from Ambassify of 5,200 B2B accounts shows that posting 2-3 times daily generates optimal engagement-per-post. Accounts posting once daily see 31% lower total engagement, whilst those posting 5+ times daily experience diminishing returns with per-post engagement dropping 47%.
The sweet spot for most B2B companies: two posts during peak hours, plus responsive engagement (replies, quote tweets) throughout the day. This maintains visibility without overwhelming followers or triggering algorithm spam detection.
For companies with dedicated social media resources, adding a third "off-peak" post targeting different time zones can increase reach by 23% without cannibalising engagement on primary posts.
UK-specific engagement data reveals distinct patterns for B2B content. Peak engagement times based on analysis of 240,000 B2B posts from UK accounts:
Weekday patterns (Monday-Friday):
Weekend patterns:
Crucially, these times represent when your audience is online, not necessarily when they're in "purchasing mode." Content posted at 11:00-13:00 GMT generates highest immediate engagement, but posts at 7:00-9:00 GMT that users save or revisit later often generate more meaningful conversations and profile visits.
Maintaining content variety prevents audience fatigue and signals to the algorithm that your account provides diverse value. Recommended weekly content mix for B2B accounts:
Accounts maintaining this approximate balance see 38% higher follower retention and 2.1× better engagement rates compared to those posting predominantly promotional content.
One of X's most underutilised B2B opportunities is employee advocacy—empowering team members to share company content and industry insights through their personal accounts. The mathematics are compelling: individual employee accounts collectively have 10× more followers than company pages and achieve 20× greater reach per post.
The algorithm prioritises personal accounts over company pages. According to research from Highperformr, content shared by individual employees receives:
This occurs because X's algorithm interprets content from personal accounts as more authentic and engagement-worthy. Additionally, the network effect multiplies reach: if ten employees each share a post to their 500 followers, that's potential reach of 5,000 versus the 800-1,200 a company account with 10,000 followers might achieve.
Successful employee advocacy requires structure, enablement, and genuine cultural support—not mandates to "share company posts." Best practices include:
1. Create shareable content: Develop content specifically designed for employees to share, including ready-made posts, visual assets, and key talking points. This removes friction and ensures consistent messaging whilst allowing personalisation.
2. Provide training and guidelines: Many employees want to engage but lack confidence. Offer workshops on professional social media usage, provide clear guidelines on what's encouraged versus restricted, and establish a simple approval process for sensitive topics.
3. Recognise and reward participation: Gamification works. Track employee advocacy metrics (shares, engagement generated) and recognise top contributors in company communications. Some organisations offer incentives—though intrinsic motivation (professional brand building) often proves more sustainable.
4. Enable, don't mandate: Forced sharing feels inauthentic and performs poorly. Instead, make it easy for willing participants and celebrate their success. Authenticity matters more than volume.
Companies tracking employee advocacy through HubSpot's social monitoring and attribution features can quantify the programme's impact on lead generation and brand awareness, building the business case for sustained investment.
A 200-person professional services firm implementing employee advocacy on X (20% participation rate, 40 active employee advocates):
UK businesses face specific regulatory obligations when marketing on X, enforced by the Advertising Standards Authority (ASA), Information Commissioner's Office (ICO), and Competition and Markets Authority (CMA). Non-compliance carries substantial risks—ASA rulings damaging brand reputation, ICO fines up to £17.5 million or 4% of annual turnover, and CMA enforcement action.
The ASA's CAP Code applies to all paid promotion and influencer marketing on X. Key requirements for B2B marketers:
Disclosure requirements: Any content that's an advert—including paid partnerships, sponsored posts, or incentivised endorsements—must be clearly identifiable. The ASA requires upfront, prominent disclosure using "#ad" or "Ad:" at the beginning of posts. Terms like "Sponsored" or "Partner" alone are insufficient.
Substantiation of claims: All factual claims must be substantiated before publication. Stating "our software reduces costs by 40%" requires documented evidence. The ASA has upheld complaints against B2B companies making unsubstantiated performance claims on social media.
Comparative advertising: Comparing your product to competitors is permitted but must be factual, verifiable, and not misleading. Ensure comparisons are like-for-like and based on current information.
The ASA issued 127 rulings related to social media advertising in 2024, with average investigation duration of 6-8 weeks and public naming of non-compliant advertisers damaging brand reputation significantly.
When using X for marketing, several GDPR obligations apply:
Consent for direct marketing: If you're collecting contact information through X (e.g., "DM us for a quote"), you need clear consent for how that data will be used. Generic "by submitting you agree to our privacy policy" language is insufficient—you need specific, informed consent for marketing communications.
Third-party data collection: Many B2B companies use social listening tools to monitor mentions, hashtags, or competitor activity. GDPR doesn't prohibit this, but you must have a legitimate interest justification and cannot repurpose publicly available data for purposes individuals wouldn't reasonably expect.
Right to erasure: If someone asks you to delete their personal data, this extends to X interactions. You must delete DMs, remove them from social CRM records, and cease targeted advertising.
The ICO has issued £114 million in GDPR fines since 2018, with social media marketing violations representing 12% of enforcement actions. Implementing proper data governance through tools like HubSpot's GDPR-compliant CRM features helps ensure compliant data handling across marketing channels.
The Competition and Markets Authority actively monitors digital marketing for misleading practices. Recent enforcement priorities relevant to B2B social media include:
CMA enforcement can result in court orders, financial penalties, and director disqualification for serious breaches. Ensuring marketing claims are truthful, verifiable, and presented in context protects against both regulatory risk and reputational damage.
X Premium (formerly Twitter Blue) costs £9.60/month for individuals or £960/month for organisations with verification. For B2B marketers, the value proposition requires careful analysis against specific objectives.
X Premium provides several features with varying B2B relevance:
For individual executives building personal brands, £9.60/month represents defensible investment—the algorithmic boost alone can increase reach by 180-240%, delivering equivalent value to £200-300 in paid promotion monthly.
For organisations, the £960/month price point requires more scrutiny. Companies should consider Premium if:
For most B2B companies where X is a secondary channel (15-20% of social resources), the £960 annual investment delivers better return when reallocated to LinkedIn advertising or content creation.
For most B2B companies: Invest in X Premium for 2-3 key individual executives (CEO, CMO, subject matter experts) to amplify their thought leadership. Skip organisation Premium unless X is genuinely a primary channel.
ROI benchmark: Premium should increase reach by minimum 200% to justify cost. Track for 3 months, then evaluate continuation based on actual performance versus alternative channel investments.
Proving marketing ROI to leadership remains challenging—only 52% of CMOs successfully demonstrate marketing's business contribution. For X specifically, measurement complexity increases because the platform's value often manifests indirectly: brand awareness influencing later conversions, customer service interactions preventing churn, thought leadership building pipeline over months.
Effective X measurement requires multi-touch attribution recognising that social media rarely closes deals directly but influences buying committees throughout long B2B sales cycles. The attribution framework should track:
1. First-touch attribution: How many leads first discovered your company through X? Even if they ultimately convert through a demo request or sales call, X receives credit for initiating the relationship.
2. Assisted conversions: How many opportunities had X touchpoints anywhere in their journey? Someone might discover you on LinkedIn, follow you on X, engage with several posts over three months, then convert through a webinar. X deserves partial credit.
3. Direct conversions: How many leads came directly from X (clicked a link, filled a form, immediately requested contact)? This will be your smallest number but easiest to measure.
Implementing proper attribution requires CRM tracking with UTM parameters for all X links, social media monitoring integrated with marketing automation, and consistent tagging conventions. Businesses using professional marketing services to establish attribution infrastructure typically see 35% improvement in measurement accuracy within 90 days.
Rather than vanity metrics (followers, impressions), focus on business-connected KPIs:
Tier 1: Business Impact Metrics
Tier 2: Engagement Quality Metrics
Tier 3: Channel Health Metrics
Track Tier 1 metrics monthly in executive reporting, Tier 2 metrics weekly for optimisation decisions, and Tier 3 metrics for quarterly strategic reviews.
CFOs and CEOs think in terms of return on investment, not engagement rates. When reporting X performance to leadership:
Creating executive dashboards that automatically pull X metrics alongside LinkedIn, organic search, and paid advertising creates the channel comparison context leadership needs for informed decisions.
After examining the data, algorithm changes, performance metrics, and strategic considerations, here's the direct answer for B2B marketers: X remains worth maintaining but should be substantially deprioritised relative to LinkedIn and owned channels like SEO and email marketing.
Think of your B2B social media strategy in three tiers:
Tier 1: Primary Channels (65-75% of social resources)
Tier 2: Supporting Channels (15-25% of resources)
Tier 3: Experimental Channels (5-10% of resources)
This allocation reflects X's current reality: valuable for specific objectives but not a core demand generation channel.
Certain B2B contexts justify higher X investment:
If your business fits these profiles, allocate 20-30% of social resources to X. If not, 10-15% provides sufficient presence whilst focusing effort on higher-ROI channels.
For B2B companies maintaining X presence, the optimal 2025 approach combines:
This playbook acknowledges X's algorithmic reality whilst leveraging its remaining strengths: real-time engagement, thought leadership distribution, and customer service efficiency.
Most importantly, approach X as one component of an integrated digital marketing strategy rather than a standalone tactic. The businesses succeeding in 2025 recognise that no single channel drives B2B success—orchestrated multi-channel campaigns outperform single-channel approaches by 300%.
X generates approximately 12.73% of B2B social media leads compared to LinkedIn's 80%, with conversion rates of 0.69% versus LinkedIn's 2.74%. Whilst X remains viable, it should be treated as a secondary channel focusing on thought leadership and engagement rather than direct lead generation.
The rebrand brought algorithm changes penalising external links (270% view reduction), verification system overhaul reducing credibility signals, and content prioritisation favouring video (6× engagement advantage). B2B marketers must adapt by reducing link-heavy posts and increasing native engagement content.
Data shows 2-3 posts daily generates optimal engagement-per-post for B2B accounts. Post during 11:00-13:00 GMT for peak UK professional engagement, maintaining a 70/30 split between educational content and company promotion to avoid audience fatigue whilst staying visible.
X Premium makes sense for individual executives building thought leadership (£9.60/month delivers 4× algorithmic boost) but organisational Premium (£960/month) only justifies investment if X represents 20%+ of your social strategy. Most B2B companies achieve better ROI allocating those funds to LinkedIn or content creation.
Implement multi-touch attribution tracking first-touch discovery, assisted conversions, and direct conversions from X. Focus executive reporting on revenue-connected metrics: pipeline influenced (£ value), customer acquisition cost for X-sourced leads, and cost-per-interaction for customer service versus alternative channels rather than vanity metrics like impressions.
UK businesses must comply with ASA guidelines requiring "#ad" disclosure for paid partnerships, GDPR consent requirements for data collection through X, and CMA enforcement against misleading claims. Non-compliance risks ASA rulings, ICO fines up to £17.5 million, and reputational damage from public enforcement actions.
Yes—individual employee posts receive 8× higher engagement rates, 5× greater organic reach, and 3× more link clicks versus identical content from company accounts. Employees collectively command 10× more followers than corporate pages, with the algorithm prioritising personal accounts as more authentic and trustworthy.
Allocate 65-70% of B2B social resources to LinkedIn for lead generation and professional credibility, 15-20% to X for thought leadership and real-time engagement, and 10-15% to channel experimentation. This reflects current performance data showing LinkedIn's 4× conversion rate advantage whilst maintaining X for strategic thought leadership positioning.
Stop guessing which channels deserve your budget. Let's build a data-driven social media strategy that allocates resources where they'll generate actual revenue—not just vanity metrics.