X (formerly Twitter) recently made a big change that’s caught a lot of businesses off guard – third-party scheduling through its API is no longer an option. For years, marketing teams relied on social tools to plan posts ahead of time. Now, those tools can’t schedule to X at all.
This feels like a deliberate push by the platform to make content “in the moment” again, encouraging live posting instead of planned campaigns. While spontaneity can be good for engagement, it’s not always practical for brands that need consistency.
Why Some Businesses Are Stepping Away
Since Twitter’s rebrand to X, usage among brands has dropped. Concerns over brand safety, political shifts, and changes to platform culture have made some companies wary. Others simply aren’t seeing the same returns they used to. Without scheduling, the platform becomes harder to manage, especially for small teams juggling multiple channels.
The Bigger Lesson
This isn’t just about X. It’s a reminder that no social platform is guaranteed to be a perfect fit forever. Platforms change. Audiences move. Your marketing should focus on where your audience is most engaged and where your time and budget bring the best return.
Where Mango Marketing Comes In
We help businesses review their channel mix, focus on what’s working, and drop what’s not. If a platform is becoming more effort than it’s worth, we’ll help you identify better opportunities and put your resources where they make the most impact.
Want a clear, tailored social strategy? Get in touch and let’s make sure your marketing is working in the right places.
