Twitter Ads in 2025: What’s New and What Actually Works?

​Social media marketing continues to evolve, and with Twitter’s rebranding to X under the leadership of Elon Musk, the platform has gone through significant changes. The advertising landscape on Twitter has evolved in exciting ways, and businesses need to understand how these changes affect their advertising strategies. If you’re wondering whether Twitter advertising is still worth your time, the answer is: Absolutely – as long as you’re equipped with the right strategies. In this blog, we’ll walk you through the latest updates to Twitter Ads and explore what strategies are proven to work right now.

What’s Changed on Twitter/X?

Twitter, now known as X, has undergone a massive transformation, bringing with it a range of new features and updates that impact businesses advertising on the platform.​

Rebranding & Leadership Changes

One of the most notable changes is the rebranding of Twitter to X, led by Elon Musk. The platform has shifted its focus towards becoming an all-encompassing app for news, entertainment, and shopping — a move that opens up exciting possibilities for advertisers. While Twitter’s core audience remains engaged, X’s new approach means that advertisers have access to an evolving and larger range of consumer behaviors.

New Ad Features

Several new features have been added to enhance the advertising experience:

• Long-form video ads have gained prominence, allowing brands to connect with users on a deeper level.​
• Native product pages offer businesses the opportunity to create seamless shopping experiences within the app.
• Subscription-based engagement tools enable businesses to drive paid interactions from followers, boosting brand loyalty.

These features make X more advertiser-friendly, offering fresh opportunities to connect with your target audience.

Shift in User Behavior

One major shift is the rise of niche communities. Users are now spending more time within specialized groups, so advertisers can engage with these micro-audiences more effectively. Additionally, video content is becoming more engaging and successful, as users increasingly prefer dynamic content over static posts. These shifts present a unique opportunity for businesses to refine their ad strategies, targeting specific interests and demographics with precision.

Is Twitter/X Still a Good Place to Advertise?

With all these changes, you might wonder: is Twitter still a valuable platform for advertising in 2025? The answer is yes — but only if you approach it with the right strategy. According to recent statistics, X’s user engagement continues to rise, with millions of active daily users across various demographics. The platform still provides excellent targeting options, and its video ad formats continue to outperform others in terms of user interaction. While platforms like Facebook and LinkedIn remain dominant, Twitter offers unique advantages, especially for businesses in tech, entertainment, and ecommerce. The ability to retarget users and create interactive ads that encourage real-time engagement makes it an ideal choice for businesses looking to tap into new customer bases.

What Actually Works in Twitter Ads Right Now?

Now, let’s dive into the strategies that are currently yielding the best results for businesses advertising on X. These methods are backed by the latest trends and proven tactics that consistently drive engagement and conversions.​

1. Video Ads with a Story

Video content continues to be the most engaging format on X. In 2025, video ads that tell a story have become even more effective at grabbing attention. Whether it’s a quick behind-the-scenes clip, a customer testimonial, or a brand storytelling piece, videos create a deeper emotional connection with users.

To stand out, make sure your videos have:

• A strong hook in the first few seconds
• High-quality visuals and sound
• A clear call-to-action (CTA)

2. Conversational CTAs

Unlike traditional ads that interrupt the user experience, conversational CTAs invite users to interact directly with your brand. For example, Twitter polls, reply prompts, and comment-driven content encourage users to engage with your ad in a way that feels natural and organic. Encouraging users to comment or vote not only increases ad engagement but also improves your organic reach. Twitter’s algorithm favors content that sparks conversations, so fostering interaction in your ads is a surefire way to get noticed.

3. Niche Targeting + Lookalikes

Gone are the days of broad targeting. In 2025, successful Twitter ads rely heavily on niche targeting and lookalike audiences. Whether you’re targeting users based on specific interests or behaviors, Twitter allows for precise audience segmentation. By leveraging lookalike audiences, you can reach people who share similar behaviors to your current followers or customers. This ensures that your ads are being shown to the most relevant users, increasing the chances of conversion.

4. Thread-style Ads

Tweet threads, which allow brands to deliver longer-form content, have proven to be incredibly effective. By promoting a thread of tweets in your ad, you can share detailed stories, in-depth insights, or even step-by-step guides. This is particularly useful for B2B brands or those offering educational products and services.

5. Retargeting & Follower Lookalikes

One of the most powerful tools in your Twitter Ads arsenal is retargeting. By retargeting website visitors, email list subscribers, or people who have engaged with your past tweets, you can reconnect with warm leads and drive conversions. Twitter’s retargeting features allow you to show ads to users who have already shown interest in your brand, increasing the likelihood of a successful conversion. Additionally, using follower lookalikes can expand your reach to individuals who are similar to your best customers.

Common Mistakes to Avoid

Even with the best strategies, many businesses fall short with their Twitter Ads due to common mistakes:

• Broad targeting: Failing to narrow down your audience leads to wasted spend.
• Poor creatives: Ads with weak visuals or unclear CTAs don’t capture attention.
• Ignoring analytics: Not using data to refine your campaigns results in missed opportunities
• Running ads without organic support: Twitter Ads work best when they complement your organic social media efforts.

Quick Tips to Improve Twitter Ad Performance

To optimize your Twitter Ads in 2025, here are a few quick tips:

• Always A/B test different ad variations.
• Use emojis and short, attention-grabbing copy.
• Include a clear CTA to guide users on what to do next.
• Test at different times of day for optimal performance.
• Boost high-performing organic tweets to increase ad engagement.

Conclusion

Twitter Ads in 2025 are packed with new opportunities for businesses to connect with customers. By leveraging the latest features and proven strategies, you can drive engagement, conversions, and ROI. At Segnant, we’re here to help you navigate the complexities of Twitter advertising and develop a winning strategy. If you’re ready to boost your brand’s presence on Twitter, schedule a free consultation and see how we can help you achieve your goals.