Over the past several years, X has transformed into one of the most influential platforms for public communication. What was once a place for quick updates and reactive commentary has become a competitive environment where attention is scarce, and audiences are more selective than ever. As a result, many brands and creators are discovering that traditional approaches to social media may not work as effectively as they once did. Growth on X is no longer driven by posting frequency, trending hashtags, or clever one-liners. It is increasingly influenced by narrative.
Narrative gives accounts continuity, identity, and purpose. It helps audiences understand not only what an account is saying today but why it exists at all. Without narrative, even high-quality posts may dissolve into the endless stream of content that flows through the feed every minute.
A growing number of strategists have begun emphasizing this shift. Among them is Marc Shawn Brown, Head of Social Media at Cointelegraph, who also supports a range of brands through his XPLORE SMM agency. His work illustrates a trend spreading across the platform: accounts that tend to grow are the ones that communicate with structure, intention, and a clear point of view. Marc is not alone in this direction, but his approach offers insight into where the industry is heading. More teams are recognizing that audiences follow a voice, not a schedule.
Photo Courtesy: Marc Shawn Brown
This shift is happening for several reasons.
First, the feed has accelerated. Posts that once lasted hours now disappear in minutes. Without a strong narrative connecting one post to the next, there is no cumulative effect. Audiences engage, but they do not necessarily remember. In contrast, when an account communicates through storylines, themes, and recurring viewpoints, every post has the potential to add a new piece to a larger puzzle. Over time, this can build recognition and trust.
Second, audiences have become more discerning. People do not follow accounts simply because they post often. They follow accounts that help them understand the world, solve problems, think differently, or feel connected. Narrative can create this value. It gives followers a reason to return because they sense progression. Something is unfolding. There is movement.
Third, X has evolved into a platform where professional identity matters. Executives, founders, journalists, analysts, and creators all use X as a way to shape perception. Narratives allow them to present not just their expertise but the lens through which they interpret events. This structure is especially helpful in fast-moving industries like finance, policy, and tech, where new information appears around the clock, and audiences need context, not noise.
The most effective accounts today tend to share several traits. They speak with a consistent voice. They establish a clear viewpoint early and reinforce it regularly. They choose themes and revisit them over time. They recognize that influence is not built on isolated posts but on sequences of ideas. And they understand that narrative is not storytelling for entertainment but a way to offer guidance for the audience.
Photo Courtesy: Marc Shawn Brown
Strategists like Marc Shawn Brown demonstrate this principle through their work, but the trend extends far beyond any single individual. Media outlets, creator brands, and emerging companies are beginning to restructure their entire communication systems around narrative rather than volume. They are building internal frameworks to keep their messaging coherent. They are investing in positioning and voice development. They are treating X not as a place to post but as a place to build presence.
As the platform continues to evolve, narrative appears to be the closest thing to a sustainable advantage. It turns fleeting attention into lasting recognition. It gives creators and brands a way to grow without relying on unpredictable virality. And it allows audiences to form a relationship with an account that feels meaningful rather than transactional.
In an environment defined by speed and saturation, narrative is no longer optional. It is the foundation that can make growth possible.
