In case you missed it, Twitter is still a dumpster fire. Also, I’m not calling it X. I’m just not.

Most of the people I followed there are gone. I still check in with the few people I like reading; however, it’s primarily threads about AI.

Do you want to learn how to use AI? Go to Twitter, and you’ll be inundated by threads showing you how to use AI for everything.

“Newsflash! Graphic designers will be out of a job soon! Steal my secrets for how to use AI and create designs better than a graphic designer!”

Ugh. No, thank you.

I gave Twitter my all. I really gave it a go. Now, after this last try, I’m out.

Here’s why.

My Audience is Not There

Eighteen months ago, I quit my retail career to write full-time. I got a gig writing about blockchain technology and cryptocurrency. Being on Twitter made sense, then.

All the drama was there. All the news was there. The Web3 community was there en masse.

After the crash of the Luna token, my client ghosted our team and didn’t pay us. So, I pivoted back to writing about retail and leadership. I’d been doing it on the side and figured I’d go all in.

I’m obsessed with retail leadership because it was my life for two decades, so it was a logical step.

Changing direction on Twitter has gotten me nowhere.

Hello?

I searched. I tried to find other people who were writing about what I was. I tried to find other people advocating for frontline leaders or discussing the retail industry.

Know what results came up?

Me. I found me. I’m the only one on Twitter talking about this.

Cool.

I gave it one more real try. I scheduled all my best stuff to post there. I posted three times a day for two weeks. I even posted a few threads to link to my book and my newsletter, which was a waste because Substack links have been crushed, thanks to the new owner of Twitter.

So, I got nothing out of that — except one epiphany.

I Don’t Like Creating on Twitter

I do not like creating content on Twitter. That was it. That was the ah-ha moment. I don’t like it, and my audience is not there, so what am I doing?

My audience is on LinkedIn.

I know that because I now have 12K followers there and regularly land jobs from those connections.

Twitter? Crickets.

So, I’m out.

I’ll keep my account active and check in on my Web3 homies, but that’s it. I don’t even care if I can make money there. Elon Musk claims that creators can make money from their content. Even now, some creators’ posts are behind a paywall.

Still, I don’t care. Creating there isn’t enjoyable, so I’ll go to the platforms I enjoy.

You Don’t Have to Do All the Things

Some writers have been wildly successful on Twitter. Good. Drive on.

They’ll tell you that you can do it too. They’ll give you the secrets of the platform. Cool. Try it. If you hate it, then peace out.

Just because it worked for the dude with the AI newsletter doesn’t mean it will work for you.

Your audience may be elsewhere.

As writers and content creators, we can tell when our content catches the right readers.

Catch the right readers; don’t worry about the rest.

Your path will be different, and that’s a good thing.

Hey, I’m Kit. I ran retail stores for two decades and I now write full-time. Keep up with me weekly and join my (free!) newsletter, The Voice of the Frontline. You can sign up right here. See you inside.