Since its rebranding as "X", the former Twitter has continued to evolve. New formats, more paid features, a more opaque algorithm... Yet amidst all these changes, one thing remains unchanged: the platform's ability to create immediate, visiblevisible and sometimes viral.
In an ecosystem where attention is volatile, launching an influencer campaign on X can enable a brand to establish itself in the public debateor reach out to highly engaged communities. But it's important to master the codes.
In this article, 18h08, the #1 influencer marketing agency, shows you how to use X in your influencer strategy, how to structure an effective campaign and which profiles to activate to boost your impact.
1. Why focus on X in an influence strategy?
An instant platform
X is the platform of immediacy. We comment on current events in real time, bouncing off trends and controversies. It's a ultra-rapid visibility toolcapable of propelling a message to the top of the discussion in a matter of hours.
An expert and committed audience
Unlike other more mainstream networks, X attracts an informed, often specialized, audience. Tech, politics, sports, economics, gaming... Each niche has its own authority figures. Launching an influencer campaign on X means reach highly responsive communitieswho like to debate and share.
An ideal terrain for B2B
Decision-makers, journalists, consultants and founders are still very present on X. This is a strategic opportunity for brands wishing to gain credibilityparticularly in technical or professional sectors.
2. Which profiles should I target to launch an influencer campaign on X?
Opinion makers
On X, influence isn't just measured by the number of subscribers. What counts is the ability to make people react. Effective influencers are often those who :
- regularly publish position papers,
- generate comments and shares,
- master the codes of debate and punchline.
Niche experts
Some highly specialized creators can generate impact in a specific field: cybersecurity, entrepreneurship, artificial intelligence, parenting... Their voice is perceived as legitimate, and can quickly generate support.
Media influencers or independent journalists
They have a strong capacity for dissemination. A quote or a share from them can propel your message into other media spheres.. Ideal for brands seeking notoriety or legitimacy in a given sector.
3. Preferred formats for influence on X
The textual post (ex-tweet)
Emblematic format of the platform. It can be used to share a thought, an opinion or an anecdote. It must be punchy, synthetic, and encourage reaction. Threads can be used to explore a subject in greater depth.
Image + text
A well-chosen visual attracts the eye. It can be an infographic, a meme, a product extract or a testimonial. The visual supports the message without overloading it.
The short video
Recently, video has been gaining ground on X. Although it's not dominant, it's more attention-grabbing. Ideal for an announcement, a teaser or a quick presentation.
The external link
Widely used, but beware: X often restricts the scope of posts containing links. Better to build engagement into the post itselfthen encourage people to click.
4. Key steps to launching an influencer campaign on X
1. Defining the right moment
On X, timing is strategic. The network lives to the rhythm of current events. You have to anticipate the highlights, but also know how to react. A campaign can tie in with an event, a world day, or a trending topic.
2. Select the right profiles
Look for influencers with a distinctive distinctive voicea real ability to generate engagement, and consistency with your values. Analyzing comments and responses is a good indicator of their real influence.
3. Framing the message
On X, content is public, archivable and often reproduced. It's essential to frame the message to avoid any ambiguity. Propose a clear anglea striking punchline and a tone in tune with the target community.
4. Follow the campaign live
Finally, X provides immediate feedback. You need to keep an active watch, react to comments, thank those who share them, and defuse any criticism. It's a living channel, where moderation and interaction play a key role.
5. Measuring the effectiveness of a campaign on X
KPIs to track
Impressions
This figure shows how many times the post was displayed in users' News Feed. It gives you an idea of the visibility generated by the campaign, in particular whether the algorithm favored the content or not.
Engagements
This includes likes, reposts (formerly retweets), comments and clicks. These interactions reflect the real interest aroused by the content. A successful campaign on X generates debate or visible reactions, sometimes far beyond the initial community.
Clicks on link or image
If the campaign aims to generate traffic to a site or landing page, this KPI is central. It enables us to evaluate the conversion rate between interest and action. Warning: X sometimes reduces the reach of posts containing external links, so it's strategic to build engagement upstream.
Brand mentions or tags
Tracking the number of times your brand is mentioned or tagged (excluding sponsored content) enables you to measure the viral effect of your campaign. It shows the extent to which the message has been picked up, commented on or reappropriated by the community.
Growth in audience or awareness
A good indirect indicator is the increase in the number of subscribers to your own X account, or the rise in searches on your brand name during the campaign period. This shows that you've made an impact beyond the initial collaboration.
Using X Analytics
Creators have access to X Analyticsa tool that enables them to track the performance of their publications: number of impressions, engagement per post, audience evolution... This data is invaluable for accurate campaign evaluation.
As a brand, you can :
- request detailed reporting from the influencer,
- use third-party platforms such as HypeAuditor, Kolsquare or Meltwater to track mentions or organic reach.
Some of these platforms also offer Earned Media Value (EMV) estimates, a useful indicator for comparing the cost of an influencer campaign with that of a traditional media campaign.
To go one step further, discover how an influencer strategy can also boost your natural search engine optimization. The article influencer marketing and SEO: how the two can complement each other details the links between organic visibility and influence.
6. Mistakes to avoid
Too much control
On X, the free, direct and sometimes divisive tone is an integral part of the platform's culture. Trying to smooth everything over, validating every word or imposing an overly rigid charter on an influencer is often tantamount to neutralizing their impact.
The audience on X seeks authenticityopinion and bias. Content that's too sanitized is quickly ignored. If you choose a profile for its personality or style, it's important to give it the latitude to express itself in its own way.
The right compromise The right compromise: clearly define key messages and red lines, but leave the designer free to choose the form and tone. You'll gain credibility and commitment.
Lack of responsiveness
The rhythm of X is immediate. A trend can emerge at 9am and be forgotten by 3pm. An effective campaign on this platform therefore requires agile organization.
Waiting several days to validate content, or going back over secondary details, exposes you to missing the right moment. The result: you appear out of touch with current events, and lose the opportunity to capture a peak of attention.
What you need A short validation circuit, ready-to-use response templates, and a calendar of industry highlights. This will enable you to publish quickly while keeping your message under control.
Ignoring sensitive communities
X is home to very active, informed and sometimes militant communities. Certain themes (environment, mental health, inclusion, social rights...) arouse strong reactions.
Launching a campaign without taking these sensitivities into account can expose your brand to public criticism, or even a bad buzz that's hard to recover from. A poorly formulated message or a collab perceived as opportunistic can be turned against you.
What you need to do Mapping conversations upstream, identifying legitimate influencers in the field, avoiding approximations. Active monitoring and ethical framing reinforce the relevance of your campaign.
These pitfalls are common, whatever the platform. To avoid them from the outset, read our article on the mistakes to avoid when working with an influencer.
7. Why use an agency like 18h08?
At 18h08, we help brands to launch an influencer campaign on X in a way that is strategic, structured and aligned with their values. We don't just put you in touch with creators: we also monitor, coordinate editorial content, analyze spinoffs and manage reactions in real time.
We adapt the message to the platform, identify the right profiles, and ensure that the campaign serves your objectives of visibility visibility, authority and engagement.
Conclusion
Launching an influencer campaign on X may seem complex. But for brands that know how to handle the moment, debate, opinion and reactivity, the platform remains one of the most powerful levers for getting an idea or message across.
If you want to position yourself in a niche, react to a high point or create conversation around your offer, X is a playground to be seriously considered. As long as you master its codes and surround yourself with the right partners.
Want to harness the full potential of X for your brand?
Make an appointment with the 18h08 team and let's work together to design a strategic, impactful influencer campaign aligned with your issues.
See you soon to perfect your influencer marketing strategy!
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