Is Elon Musk’s Twitter still a good marketing tool for small businesses?

It’s fair to say the vibe on Twitter has shifted since Elon Musk’s $44 billion takeover in October 2022. Over a million users deserted the platform in the first week, with an estimated 32 million forecast to leave in the next two years. But, is Twitter still a good marketing tool for small businesses?

Nobody would argue that Musk is a saint, but then again, neither are Bezos or Zuckerberg, and plenty of businesses still invest heavily in Amazon and Facebook. 

It’s also undeniable that small businesses don’t have the luxury of the big corporations who can pull their Twitter advertising when they decide Musk’s values aren’t aligned with theirs.


Twitter, for small businesses, is a tool. If it’s a tool that helps your business, keep using it – just don’t put all your eggs in one basket (something you shouldn’t be doing with any digital platform). On the off-chance that Elon Musk’s Twitter does lose its value as a business tool (or suddenly vanishes), you’ll need a social media strategy that promotes your business on other platforms too.

How can Twitter help your business?

Let’s look at some of the ways small businesses can benefit from a presence on Twitter:

  • Grow a following

Twitter is a much more open (and arguably simpler) platform than either Facebook or Linkedin, so it’s easy to find accounts to follow and encourage them to follow you. 

  • Promote your products and services

Many businesses on Twitter send several tweets a day, so there are plenty of opportunities to announce your launches and special offers. Use hashtags to amplify these messages.

  • Provide timely customer service

Keep an eye out for @mentions of your brand and provide fast service or personalised help through DMs.

  • Monitor your competition

Create Twitter Lists (see below) to keep tabs on specific accounts, industries, and communities.

The good news is that you can do everything on this list for free. For an extra £8 a month, you can verify your account with a Twitter blue tick, to show your audience you are who you say you are. (Check out the NS Design blue tick!)

Elon Musk’s Twitter: the best features

Most of the best features of Elon Musk’s Twitter were there before he took over. Time will tell if he changes any of these, but for now, small businesses can benefit from:


All social media platforms use hashtags now, but most of them got the idea from Twitter. They’re a fantastic way to find and follow topical conversations and establish your brand as an authority. Let’s say you sell running shoes, and there’s a trending hashtag about sports footwear … this is a conversation you need to be part of!

Trending topics

Similar to hashtags, trending topics enable your business to take part in the most relevant conversations of the day. See what your audience is talking about in real-time and tailor your tweets accordingly.


Twitter made its name as a text-only platform – and it became very popular with writers as a result! These days, however, you can post photos, videos and even live streams, which is great news for small businesses who want to showcase their products and services in a dynamic and engaging way.

Twitter Lists

A firm favourite of ours – the ability to create some Twitter lists, and group your various Twitter connections together. For example a list of all your competitor businesses, or a list of your current clients means you’ll never miss an important tweet from them (something very likely if you’re just seeing all the tweets come into one big ‘noisy’ feed).

If this piece has given you a flavour of what your small business could do on Elon Musk’s Twitter, consider signing up for one of our Digital Boost ‘Twitter for Business’ webinars, delivered through Business Gateway.

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