According to X News Daily, X is actually working on yet another improvement for its account analytics tools which would help determine when your audience is active in the app, thereby planning out an optimal approach for posting, engaging, etc.

A feature that's been available in various third-party Twitter/X tools for years, and has proven to be effective. However, Twitter and X have both resisted adding enhancements like this, for whatever reason, instead providing only basic analytics features to assist in account management.

Until recently, when X rolled out advanced analytics for X Premium subscribers, providing more tools for account management.
And sometimes it's just such a pain watching platforms so brazenly shoot themselves in the foot on elements like these. It's a big improvement, but it's taken so long.

Indeed, each time I, or rather, any journalist writes critically about Elon Musk and/or X, a spattering of abuse and derision in the replies follows, claiming that we hate "free speech", that we hate right wing politics, work for the establishment etc.

It's all preposterous. I don't care about the political views of Elon Musk, and if he's got deep pockets enough to shell out $44 billion for a social networking app, well, that's between him and the shareholders, I suppose.

What worries me, as I suspect for many social media analysts, is that we can easily predict that what he's attempting will not pan out long-term based on years of viewing others try to more or less pursue similar plans. We can see it's going to fail-that's what we have repeatedly called out-but any criticism, no matter how valid it later proves to be, is misinterpreted through the prism of political activism, because of the public stances that Musk has ostensibly chosen to take.

Case in point: Last November 2022, a month after Musk took ownership of Twitter, I wrote an article that detailed the many ways Twitter could find dollars from subscriptions not involving the sale of blue ticks-an patently bad decision that only serves to further erode the value of the very product it is selling.

As that post continues:

"These third-party tools include in-depth competitor analyses and performance tracking-a feature you just can't get in-house on Twitter-on top of this, management platforms like Hootsuite, now housed with more than 200k paying subscribers, are largely used for tweet scheduling."

Well, lo and behold, now, 18 months later, X is finally updating its analytics tools, with the very features available within these third party tools, which are of immense value to marketers, and which marketers will pay to access direct from X itself.

The only problem is that, many marketers have now abandoned X as a viable platform for their business.
The company's ad revenue is said to remain down about 50%. While X claims 60% of the brands that paused their ad spending in the app because of concerns over Elon Musk's management have now rejoined, most aren't spending anything near what they once were.

Essentially, X is no more attractive to brands than Twitter used to be for the same reasons: a tsunami of controversies Musk's shamelessly aggressive approach visited upon the platform in nearly every regard.

And whereas X has apparently realized its mistake and is now adding useful features for brands, it may already be too little, too late, with most brands at least being a little shy to start building in the app.

It's a great move, a great update. It will carry plenty of value for most brands. It's just how many brands actually care at this point.