Does X have the 'X-factor' to appeal to Indian influencers and brands?

Since Elon Musk’s $44-billion acquisition of X (formerly Twitter) in 2022, the platform has embarked on a mission to transform itself into a creator-friendly hub, introducing monetisation features and algorithmic changes to enhance influencer visibility. While these steps have sparked global conversations, India—a burgeoning market for influencer marketing—presents a starkly different picture.

Despite its global outreach, X appears to be struggling to capture the interest of Indian influencers and brands, who continue to gravitate towards established platforms like Instagram and YouTube. Experts attribute this to a mix of X’s shifting identity, inconsistent features, and the dominant foothold of its rivals in India’s dynamic influencer ecosystem.

In a market where authenticity and relatability are key, X’s offerings seem to lack resonance with Indian creators, raising questions about its strategy and execution. Is X’s decentralised approach under Elon Musk proving to be a challenge rather than a strength in India? What will it take for the platform to bridge the gap and become relevant in one of the world’s fastest-growing digital economies?

Campaign speaks to industry experts to explore X’s hurdles, evaluate its potential, and discuss what steps it must take to reclaim its position in the Indian influencer marketing landscape.

Angad Saimbi, associate director, new business and growth, Yellow Seed

X struggles in India because it does not enable creators to post visual and short form video (SFV) content like YouTube and Instagram do. Our influencers excel with visually engaging formats like reels and shorts which drive engagement. As a text-heavy platform, with little to no evolution in recent years, X has left a big question mark with creators about the value it delivers. It also lacks in brand collaborations.

X’s focus on free speech and decentralisation presents opportunities and challenges, both. While creators value creative freedom, Indian brands and influencers prioritise platforms that provide structure, clear guidelines, and tools for monetisation and audience engagement.

The platform should provide streamlined features and analytics-driven insights that brands demand. India’s content landscape thrives on community-building and visually engaging formats—areas that that X is yet to embrace. It’s time X balanced its free speech ethos with practical tools that cater to the specific needs of Indian creators and brands.

X needs to adapt to India’s demand for visual, interactive, and SFV content. It needs localised features, stronger brand partnerships, and seamless influencer collaboration tools. It should also enhance analytics to match YouTube and develop algorithms promoting Indian trends. Supporting regional languages and educating creators through a platform-focused creator program similar to the ones created by Instagram and YouTube will surely help X position itself as a growth driver in India’s diverse ecosystem. X should create branding incentives—such as badges, awards, and fan fests to give creators a celebrity status and monetisation opportunities.

Sangya Lakhanpal, associate director, influencer marketing, Pitchfork Partners:

X struggles to connect with Indian influencers because it fails to adapt and cater to the country’s preference for visually driven platforms like Instagram and YouTube. These platforms offer features like reels and shorts that appeal to India’s young, mobile-first and entertainment driven audience, while X remains outdated with its text-heavy format.

X’s monetisation features, like advertising revenue sharing or engagement-based payouts, are too complicated, not widely accessible and primarily benefit large creators. Whereas, the small and mid-tier influencers, who form the backbone of India’s creator ecosystem, are left feeling sidelined.

In contrast, Instagram’s Reels Play bonuses or YouTube’s Partner Program are far more simplified, inclusive and accessible. X also lacks the regional focus which is essential in a linguistically rich country like India.

The platform’s focus on free speech and decentralisation doesn’t align with Indian creators’ and brands’ needs. While creators appreciate freedom, brands avoid platforms perceived as chaotic, unsafe, or unmoderated. Brands perceive a high probability of reputational risks associated with such platforms. To succeed, X must balance creative expression with brand safety, and a more regional approach.

Saif Ahmad Khan, founder, Luhaif Digitech:

X’s limited usage in India can be seen from several angles. The platform constantly evolves in a volatile environment marked by arbitrary policies that have, to some extent, made it nearly impossible for influencers to adopt long-term strategies.

X faces tough competition as Instagram and YouTube have already managed to build large and active communities with effective ways of making money. Indian consumers’ media consumption characteristics are also more suited for Instagram and Youtube platforms as they lean more towards short and visually entertaining videos.

To reclaim its position, X has to improve its stability, enhance creator engagement, and focus on developing features that are exclusive to the Indian audience. By comprehending the local market dynamics, effectively targeting particular problems, and cultivating a vibrant and interactive community, X may be able to find its place in India’s influencer marketing segment.

Aditya Jangid, managing director, AdCounty Media:

X’s limited appeal among Indian influencers can be attributed to several factors. Firstly, the platform’s identity shift from Twitter to X has caused confusion, diluting brand loyalty.

Instagram and YouTube offer better tools for content creation, such as long-form videos, reels, and detailed analytics, which cater more to influencers’ diverse needs.

X lacks the visual-first focus that these platforms provide, limiting its ability to attract creators. Besides, the established algorithms in Instagram and YouTube, focusing on engagement-driven content, make it difficult for X to compete with them on visibility. The monetisation features recently introduced by X, Super Follows and Creator Fund, compete directly with the established programs of Instagram and YouTube.

However, X lags behind its competitors in offering flexible content creation opportunities. YouTube and Instagram, on the other hand, offer a wide range of formats for monetisation. X’s changes to its algorithm to increase visibility have not been as impactful as the changes that Instagram made to its algorithm recently. Instagram’s algorithm has been refined to promote influencer-driven content, specially through Reels. X’s features look promising, but they have not provided a strong enough incentive for Indian creators to leave platforms that offer more growth and higher income.