As competition intensifies on X, brands are finding it increasingly challenging to gain traction. Posts move quickly, algorithms evolve with little visibility, and even established accounts can struggle to maintain consistent engagement.
Within this environment, some strategists have begun developing new approaches designed to help brands adapt to the platform’s demands. One of the practitioners contributing to this shift is Marc Shawn Brown, who currently serves as Head of Social Media at Cointelegraph and also works with a range of companies through his XPLORE SMM Agency, where he advises on communication strategy and audience development.
Marc’s work focuses on identity building, narrative development and systemized growth. His approach is shaped by experience in fast-moving news environments and the broader creator economy. Marc emphasizes the importance of staying adaptable in an ever-evolving digital landscape, where keeping up with new trends and understanding shifts in audience behavior are crucial to long-term success.
A Different Way of Thinking About Growth on X
Much of Marc’s methodology centers on helping brands rethink how they communicate. Instead of optimizing for individual posts, he encourages teams to focus on the following principles.
1. Defining a clear voice and identity
Before content strategy begins, Marc works with clients to clarify how they want to sound, what they represent and what makes them distinct. This foundation helps accounts potentially build stronger audience recognition over time. By emphasizing clarity and consistency, brands can foster trust and authenticity in their communication, laying the groundwork for deeper connections with followers.
2. Building narratives instead of isolated messages
Marc often recommends developing longer-term themes and consistent storylines rather than posting unrelated content. This can give audiences a sense of continuity and make the communication feel more intentional. Building a compelling narrative allows brands to not only connect with their audience emotionally but also create memorable, engaging content that stands out in the fast-paced world of social media.
3. Understanding timing and audience behavior
Marc studies when discussions form, peak and decline. Aligning posts with these natural cycles could help improve visibility and engagement without relying on high posting frequency.
4. Implementing systems that support consistency
Templates, pacing structures and workflow processes help teams maintain steady rhythms of communication. These systems may reduce the need for reactive posting and help create a more sustainable presence on X. Consistency in messaging also reinforces the brand’s voice, creating familiarity and building credibility over time.
A Focus on Reputation, Not Just Reach
While metrics are part of every social strategy, Marc’s work often emphasizes broader goals such as:
- strengthening credibility
- improving audience trust
- clarifying executive and brand positioning
- supporting media visibility
- building long-term communication direction
Teams that adopt this approach often report improved structure, clearer messaging and stronger alignment with their strategic objectives.
By prioritizing reputation over pure reach, Marc helps brands establish a solid foundation for growth. This method encourages businesses to focus on building relationships, which in turn can lead to more organic, long-lasting success.
Operating in Today’s Attention Economy
As X continues to reshape real-time communication, specialists who understand both platform mechanics and human behavior have become increasingly important. Marc’s work, informed by his role at Cointelegraph and his experience advising brands through XPLORE, illustrates how structure, strategy and narrative can help organizations communicate more effectively.
His approach does not focus on promising specific outcomes. Instead, it aims to create conditions that may support more sustainable engagement and clearer communication, which many companies now view as essential.Â
In a landscape where attention is limited and competition is constant, this framework offers an alternative to traditional growth tactics. It is built on clarity, consistency, and thoughtful storytelling. Through these methods, brands can adapt to the ongoing changes in social media, creating a sustainable and effective presence that resonates with their target audience.
