Alexis JarreCMO & Co-founderInfluencer marketing on X (formerly Twitter) works for B2B when the creators you sponsor are followed by the people who buy your product: founders, engineers, operators, investors. The mechanics are simple; finding the right creators and handling the work around each post is where teams lose time. This guide covers both, and when to use an agency or a marketplace.
Who to sponsor on X
On X, follower count says little about who is listening. For a B2B campaign, look at three things:
→ Who follows the creator. Founders and operators in your market, not a general audience. → What they write about. A creator who already discusses your problem space can introduce your product in their own words. → How they write. A sponsored post that reads like the creator's usual posts is the one their followers read.
The way X ranks posts also matters. Naano's report on the LinkedIn and X algorithms walks through X's ranking code stage by stage, including the negative actions it predicts.
Marketplace or agency
X's own creator programmes pay creators from X; they do not connect brands with creators. You have three options instead:
- Message creators directly. Fine for one or two posts, but you handle the agreement, the payment and the tracking yourself.
- Use a marketplace. On Naano you find B2B creators on X and LinkedIn, see each creator's fixed price per post before booking, share one brief, approve drafts if you wish and track results per creator. Self-Serve costs €0 per month plus each creator's price.
- Hire an agency. The agency casts, briefs, reviews and reports for you. Naano Managed Campaigns does this on X and LinkedIn as a three-month programme: a management fee from €3,000 per month plus a creator budget from €6,000 per month. More on the X influencer marketing agency page.
What a sponsored X post involves
A sponsored post on X is a declared partnership: the creator writes the post, says it is sponsored, and publishes it on their account. Agree in advance on the message, the link, the publication date and whether you review the draft. On Naano the price is held when the creator accepts and paid when they submit the post URL.
How to measure it
Give each creator their own tracked link. With the Naano pixel on your site, you see visits, sign-ups and purchases per creator and campaign, next to the public replies and reposts. After the first campaign, book again the creators whose readers came to your site and took action.
Does X have a creator marketplace for brands?
X's creator programmes pay creators from X; they do not let brands book sponsored posts. Brands book creators directly or through a marketplace such as Naano, which covers X and LinkedIn.
How much does a sponsored post on X cost?
On Naano, each creator sets a fixed price per post, shown before you book, and Self-Serve costs €0 per month on top. Agencies add a management fee: Naano Managed Campaigns starts from €3,000 per month plus a creator budget from €6,000 per month.
Is X worth it for B2B?
When your buyers read it. Many founders, engineers and investors follow and discuss products on X; business and sales buyers mostly read LinkedIn. One campaign can include creators on both.
How do I measure an X creator campaign?
Give each creator a tracked link and measure visits, sign-ups and purchases per creator, next to the public replies and reposts.
To book X creators yourself, create a free Naano account. To have the Naano team run an X and LinkedIn programme, see Managed Campaigns.
Related reading
CMO & Co-founder
Alexis Jarre is CMO and co-founder of Naano. Before Naano, Alexis was a paid LinkedIn creator, publishing a sponsored post weekly for the startup Pletor.
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