Controversy, innovation, and why you should still pay attention
Twitter—now rebranded as “X”—hasn’t had a quiet year in recent memory. But beneath the chaos, something interesting is happening. The platform is evolving. Slowly, messily, and maybe even brilliantly. For insurance agencies and small business owners, the question isn’t “Should we use Twitter?” but rather “How do we use it well—right now?”
Let’s explore what’s changing, what’s sticking, and how agency owners can still get value from the platform in 2024.
The Video-First Future of X
Live content, longform play, and what it means for visibility
Twitter is leaning hard into video—and we’re not just talking about clips and memes. In 2024, they’re positioning themselves as a full-fledged media platform. Think gaming streams, podcast-style interviews, and content partnerships with former cable stars. Elon Musk is calling it “the everything app,” aiming to create a space where content creators can monetize, entertain, and build communities—all in one place.
For insurance agencies, this might sound irrelevant—but hang tight. If you’re the kind of business that relies on trust, relationships, and thought leadership (and you are), video could give you a leg up. Imagine streaming a live Q&A about policy changes or publishing short explainers that make complex terms understandable. With Twitter amplifying video, this kind of content could reach new eyes—especially if paired with hashtags and trending conversations.
And because the platform is investing in discoverability tools tied to video, your content may have a longer shelf life than a typical tweet. That’s a win for visibility and engagement alike.
A Shaky Ad Platform—But Still Worth Watching
AI whispers, engagement spikes, and what’s real vs. spin
Yes, Twitter’s advertising engine has been through the wringer. After Elon’s acquisition and a wave of brand safety concerns, major advertisers pulled back—hard. Reports claim that ad revenue dropped by 50%, even as engagement with remaining ads reportedly increased by 22%.
So, what gives?
There’s reason to be skeptical, but also reason to stay tuned. Twitter is hinting at new AI-powered ad tools that could reshape how businesses target and convert users. While details are vague, it’s safe to assume that smarter automation, improved audience segmentation, and deeper behavioral tracking could be on the horizon.
For agency owners, this means opportunity—but with caution. If your audience is active on Twitter, it’s worth testing low-budget campaigns and tracking results carefully. The platform is still volatile, but early adopters of its next phase may benefit from less competition and more attention.
Staying Present on Twitter Still Builds Trust
Why consistency (not virality) is your best strategy
Even in its more chaotic form, Twitter remains a valuable space for professionals in the insurance and financial space. Not because you’ll go viral (you probably won’t), but because your clients and colleagues still scroll through their feeds looking for insight, clarity, and a reason to trust someone new.
Posting consistent, helpful content keeps your agency top of mind. Share a quick tip about choosing coverage. Weigh in on a news item that impacts homeowners or drivers. Or just be human—ask your audience how they’re handling rising premiums or what questions they have.
Over time, this kind of presence doesn’t just build clicks. It builds credibility. And for service-driven businesses, that’s the long game.
Authentic Engagement > Algorithm Chasing
Be useful. Be curious. Be real.
The key to Twitter in 2024 isn’t mastering the algorithm—it’s being human in a space that often isn’t. Join a trending conversation if it’s relevant. Start a poll about what questions people have about life insurance. Retweet a client’s milestone. Respond thoughtfully when someone tags you.
These small, real-time interactions add up. They show you’re not just marketing—you’re listening, connecting, and staying involved in your community.
That authenticity is what makes people remember you when they’re ready to take action.
Bottom line: Twitter may be unpredictable, but your presence doesn’t have to be.
If your agency wants to stay visible, relevant, and trusted—show up with clarity and consistency. And if Twitter’s new ad tools turn out to be as powerful as promised, you’ll be one step ahead.
