The question of whether to use Twitter – now known as X – for business is a common one for Australian SMEs. It’s a platform that’s changed a lot, and its value for lead generation isn’t as clear-cut as it once was. We’ve seen significant shifts in user behaviour and platform priorities, so let’s analyse whether it deserves a place in your marketing mix.

The short answer is: it depends. Twitter isn’t the lead generation powerhouse it used to be, but dismissing it entirely could be a mistake. It’s particularly useful if your target audience is active in specific niches – think tech, media, politics, or certain professional services. However, a broad-brush approach is unlikely to deliver strong results.

Here are a few key insights to consider:

• Real-time Engagement: Twitter excels at real-time conversations. This is valuable for responding to industry trends, participating in relevant discussions, and providing quick customer service. This builds brand awareness, which indirectly supports lead generation.
• Niche Community Building: Forget trying to appeal to everyone. Focus on building a following within a very specific niche. Consistent, valuable content tailored to that audience is crucial. Think of it as a focused networking event, rather than a mass broadcast.
• Thought Leadership: Sharing insightful commentary and original research positions you as an authority in your field. This attracts attention from potential leads who are actively seeking expertise.
• Paid Promotion – Targeted Ads: While organic reach is limited, Twitter’s advertising platform allows for precise targeting based on interests, keywords, and demographics. This can be effective, but requires careful campaign management and budget allocation.

Compared to platforms like LinkedIn or Facebook, Twitter generally requires a higher volume of content to maintain visibility. It’s also more susceptible to fleeting trends and requires constant monitoring. We’re not anticipating a dramatic shift in these dynamics heading into 2026, so resource allocation needs to be realistic.

Ultimately, before investing time and resources into Twitter, we recommend a small-scale test. Define your target audience, create a content calendar focused on their needs, and track key metrics like engagement, website clicks, and lead conversions. If the results are promising, you can scale up your efforts. If not, it’s better to focus your energy on channels that deliver a stronger return on investment.