me when brands thank me for the engagement spike they couldn't buy with ads.

some of our recent work 👀

Wendy's didn't become the most followed fast food account because they posted menu items. They became it because they roasted McDonald's in a quote tweet.

Duolingo didn't hit 10M followers because of language learning tips. They hit it because their owl is unhinged.

Nutter Butter didn't go viral from product shots. They went viral from existential dread memes.

The pattern is obvious:

The brands winning on X in 2026 treat their account like a character, not a billboard.

Here's what that actually looks like day-to-day:

→ Trend-jacking: A news story breaks, your brand has a take within 20 minutes

→ Quote tweet game: Engaging with other brands and creators, not just posting into the void

→ Personality-first copy: Every tweet sounds like a person, not a marketing team

→ Engagement farming: Replies, polls, hot takes that force people to interact

→ Strategic roasting: Tasteful competitor shade that goes viral

Most brands still tweet like it's 2018. "We're excited to announce our new product line! 🎉" — that gets 4 likes from employees.

Meanwhile, the brand with personality gets 40K impressions on a reply to a random meme.

If your X account sounds like a press release, you're leaving millions of impressions on the table.

That's literally what I do — I turn boring brand accounts into accounts people actually want to follow.