Videos on X (formerly Twitter): strategies and tips for 2025

Video remains the format with the highest engagement potential on social media, and X (formerly Twitter) is no exception. The platform, now more focused on immediacy and visual content, has become a key channel for brands seeking visibility, awareness, and real-time conversation. In this article, we review the best practices for posting videos on X, optimizing performance, and maximizing their impact within your digital marketing strategy.

1) Video as an engagement driver on X

Since its transformation, X has made a strong commitment to audiovisual content. Videos, along with posts containing images or polls, are the format with the highest interaction rate. According to recent platform data, posts with video generate up to 10 times more engagement than those with only text or links.

Mobile consumption continues to dominate: over 85% of users watch videos from their smartphones, which means each post must be optimized for a vertical, fast and clear experience.

2) What video formats work best on X

In 2025, X supports several video types depending on brand objectives:

• Native videos: uploaded directly to the platform, prioritized by the algorithm and performing better than external links (YouTube, Vimeo...).
• Short and vertical videos: perfect to catch attention during scrolling; recommended duration under 45 seconds.
• Informative or trending videos: content related to news, launches or live events gains more organic visibility.
• Videos with subtitles: over 80% are played without sound; subtitles improve retention and accessibility.

3) How to boost your video reach on X

Posting alone is not enough: timing, frequency and context are decisive. Some effective 2025 practices include:

• Publishing at peak hours (especially between 9 a.m.–12 p.m. and 5 p.m.–9 p.m.).
• Using a focused hashtag strategy with relevant terms (1–2 per post).
• Tagging key profiles to encourage community sharing.
• Custom thumbnails and short captions that attract clicks naturally.
• Leveraging X Ads to segment by interest, location or behaviour with optimized video formats.

4) The X algorithm and video visibility

The X algorithm rewards content that retains attention and drives conversation. Videos viewed for at least 6–8 seconds and that receive replies or reposts within the first few minutes after publishing are far more likely to gain organic reach.

Early engagement is key: a high retention rate in the first seconds increases the post’s relevance score and visibility in the feed.

5) Final tips for brands and businesses

• Always upload native videos: they achieve up to 3× more engagement than external links.
• Adapt the format to your message: short clips for ads, medium-length for testimonials or launches, and longer ones for brand storytelling.
• Track performance with X Analytics: retention, completed views, and average engagement.
• Integrate X videos into your broader strategy, aligning them with Instagram, LinkedIn or TikTok for maximum impact.

In an increasingly visual and competitive landscape, videos on X have become an essential channel for brands. It’s not just about posting, but about creating short, relevant and consistent audiovisual experiences that reflect your brand’s identity. At La Teva Web, we help you plan, produce and optimize your content for X and other social networks, enhancing its reach and conversion within a complete digital strategy.