The Death of Twitter as a B2B Channel

Twitter (X) was the dominant B2B social channel from 2010-2020 in many categories (tech, marketing, dev tools). The platform changes from 2022 onwards (algorithm shifts, brand exits, audience migration) have collapsed its B2B utility for most categories. The teams still investing meaningful effort in Twitter are getting near-zero return.

Where the audience went: LinkedIn (most B2B audiences, especially marketing, sales, executive), Substack and email newsletters (depth content), Reddit (technical and specialty B2B communities), and Discord/Slack communities (specific category communities). The fragmentation makes the channel mix more complex but the underlying audience is reachable, just not in one place.

The exception: developer tools, AI/ML companies, and venture-adjacent companies still see meaningful B2B activity on Twitter/X because the founder ecosystem in those categories has stayed. If you are in one of those, Twitter is still worth the founder's time. For most other B2B categories, it is not.

If you are still spending marketing effort on Twitter and seeing flat results, the channel is the problem. Reallocate to LinkedIn (for reach), email/newsletter (for depth), and category-specific communities (for trust). The audience is still there. They just moved.